This one took me a long time to learn. I mean a loooooooooong time. Because perhaps like you I love what I do. I love brand strategy. I think it is the single most important thing a business can do to make a radical shift or improvement in their business. The. Single. Most. Important. Thing. But what I’ve learned from talking with 100s of costumers and brands is that this is not the problem most businesses think they have. The problems that brand strategy addresses show up as a bunch of other problems in our business. And as such… no one is sitting around (for the most part) saying “I need brand strategy…” Let me know what problems you hear customers saying they have that are really saying “I need brand strategy” in the comments below.