After we’ve planned the work, it’s time to work the plan. There must be discipline to put the plan into action.
It also takes discipline to stay “on message” - that is to deliver your message with clarity and consistency over time. This can be a challenge because the message will begin to feel old and stale to those delivering the message long before it has taken root with your audience. The point is to deliver the same essential substance of your message at every touch-point that a customer comes in contact with your company, your brand or your products.
Discipline is the implementation phase and delivering a consistent message is the key.