Marketing calendars are for brands that have already won

You're almost certainly too small to have a marketing calendar, here's why.

For a long time, if you said to someone you worked in marketing, the immediate image was of someone planning monthly events, launching campaigns, and so-called activations.

For some sectors and companies sizes, this is a great strategy. Apple events are a series of magical moments throughout the year. The Superbowl most recently on our minds, is a singul…