The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn

Implementing the seven keys is an ongoing process. Continue to revisit and revise these elements by asking these questions:

SWOT- Have there been changes in the market place? Is your competitive advantage still unique? Are there ways to stay ahead of or hedge competitors? Are there internal or external threats on the horizon?
Mission- If you have done the hard work of creating a mission statement, it will come to mind whenever making decisions. The mission should also be revisited and revised at least twice a year. Evaluate how well the organization is fulfilling the mission. If it is aligned with the mission, you can feel confident that you are on the right path. If not, you will need either to refocus the energies of the organization or to revamp the mission statement to more closely fit with the true values of the organization.
Goals- Are you on the path to meet or exceed your goals? Are the goals still realistic? What new goals should you be creating for the future?
Alignment and Synergy- Is the company and product still in alignment with the mission? With universal principles? Is there alignment and synergy between the stated competitive advantages (Key 1), the purpose (Key 2), the image (Key 3), the promotions (Key 4), the relationships that are being established (Key 5), the data that is being gathered (Key 6) and the changes that are being made (Key 7)?
Relationships- Are you establishing, maintaining, and affirming long-term, protected relationships with customers and employees?

You should ask these and other questions over and over again on a regular basis. Once you are satisfied with the results, start over again.