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(BRAND) STRATEGY
What it is, what it’s not.
a strategy is…
THIS IS A STRATEGY
THIS IS WHY
YOU NEED
A STRATEGY
a strategy is not…
THIS IS NOT A STRATEGY
it’s an objective
THIS IS NOT A STRATEGY
it’s input
THIS IS NOT A STRATEGY

it’s a plan to execute a strategy
THIS IS NOT A STRATEGY
strategy ≠ complex
INNOVATION
IS NOT A STRATEGY
IT’S WHAT ALLOWS
YOU TO EXECUTE ONE
CUSTOMERCENTRICITY
IS NOT A STRATEGY
WHERE YOU SEE IT
TAKING YOU IS ONE
BETTER
IS NOT A STRATEGY
WHAT YOU DO AND
HOW YOU DO IT TO
BE BETTER IS ONE
IT’S NOT A
STRATEGY
IF YOU CAN’T
DISAGREE
WITH IT
a strategy does…
#1
LETS THE
RIGHT IDEAS IN
KEEPS THE
WRONG IDEAS OUT
#2
INSPIRES
RECRUITMENT,
PRODUCT DEVELOPMENT,
MARKETING
…
#3
GIVES YOU
THE FIRST

50%
OF THE ANSWER
TO ANY QUESTION
a strategy looks like…
COFFEE
LOUNGE
ALPHA
FAST FOOD
GERMAN TECHNOLOGY
POWER IS FUN
FAST, BUT FRESH
A BICYCLE FOR THE MIND*

*I hate quoting Apple, but it shows that innovation is not a strategy
CLEVER FOR THE CLEVER
COLOUR LIKE NO OTHER
a strategy comes from…
THE PROBLEM

THE PLAN

Why is it necessary to solve the problem?
What benefits will you receive by solving the problem?
Wh...
THE ANSWER
IS NOT
WITHIN YOU
TV
“Ten-word answers
can kill you in political
campaigns. They're the
tip of the sword. Here's
my question: What are
the n...
POLITICS
MOVIES

You’re the chosen one,
whether you’re aware of it or not
SPORT

Tactics: Players
=
OS: Hardware
MUSIC
“Everybody tries to go back
somewhere sometime.”
a strategy must be…
?
MEANINGFUL

IT’S NOT A STRATEGY IF
YOU CAN’T DISAGREE WITH IT
?
DISTINCTIVE
VS SUBSTITUTE
PRODUCTS

VS SUBSTITUTE
ATTENTION
(IE. EVERYTHING)

∨

∨

COGNITIVE
SHORTCUTS

BE NOTICED
?
RELEVANT

DISCOVER WHAT
REALLY MATTERS
?
CREDIBLE

TAKE YOUR WORDS SERIOUSLY,
AND OTHERS WILL FOLLOW
 MEANINGFUL
 DISTINCTIVE
 RELEVANT
 CREDIBLE
AND ABOVE ALL…
IT’S NOT A
STRATEGY
IF YOU CAN’T
DISAGREE
WITH IT
What is a (brand) strategy?
What is a (brand) strategy?
What is a (brand) strategy?
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What is a (brand) strategy?

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Brand Strategy: what it is, what's it not.
Why it matters. Where it comes from. What it must be.

Published in: Business, Technology
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What is a (brand) strategy?

  1. 1. (BRAND) STRATEGY What it is, what it’s not.
  2. 2. a strategy is…
  3. 3. THIS IS A STRATEGY
  4. 4. THIS IS WHY YOU NEED A STRATEGY
  5. 5. a strategy is not…
  6. 6. THIS IS NOT A STRATEGY it’s an objective
  7. 7. THIS IS NOT A STRATEGY it’s input
  8. 8. THIS IS NOT A STRATEGY it’s a plan to execute a strategy
  9. 9. THIS IS NOT A STRATEGY strategy ≠ complex
  10. 10. INNOVATION IS NOT A STRATEGY IT’S WHAT ALLOWS YOU TO EXECUTE ONE
  11. 11. CUSTOMERCENTRICITY IS NOT A STRATEGY WHERE YOU SEE IT TAKING YOU IS ONE
  12. 12. BETTER IS NOT A STRATEGY WHAT YOU DO AND HOW YOU DO IT TO BE BETTER IS ONE
  13. 13. IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT
  14. 14. a strategy does…
  15. 15. #1 LETS THE RIGHT IDEAS IN KEEPS THE WRONG IDEAS OUT
  16. 16. #2 INSPIRES RECRUITMENT, PRODUCT DEVELOPMENT, MARKETING …
  17. 17. #3 GIVES YOU THE FIRST 50% OF THE ANSWER TO ANY QUESTION
  18. 18. a strategy looks like…
  19. 19. COFFEE LOUNGE
  20. 20. ALPHA FAST FOOD
  21. 21. GERMAN TECHNOLOGY
  22. 22. POWER IS FUN
  23. 23. FAST, BUT FRESH
  24. 24. A BICYCLE FOR THE MIND* *I hate quoting Apple, but it shows that innovation is not a strategy
  25. 25. CLEVER FOR THE CLEVER
  26. 26. COLOUR LIKE NO OTHER
  27. 27. a strategy comes from…
  28. 28. THE PROBLEM THE PLAN Why is it necessary to solve the problem? What benefits will you receive by solving the problem? What is the unknown? What is it you don’t yet understand? What is the information you have? What isn’t the problem? Is the information sufficient? Or is it insufficient? Or redundant? Or contradictory? Should you draw a diagram of the problem? A figure? Where are the boundaries of the problem? Can you separate the various parts of the problem? Can you write them down? What are the relationships of the parts of the problem? What are the constants of the problem? Have you seen this problem before? Have you seen this problem in a slightly different form? Do you know a related problem? Try to think of a familiar problem having the same or a similar unknown Suppose you find a problem related to yours that has already been solved. Can you use it? Can you use its method? Can you restate your problem? How many different ways can you restate it? More general? More specific? Can the rules be changed? What are the best, worst and most probable cases you can imagine? Can you solve the whole problem? Part of the problem? What would you like the resolution to be? Can you picture it? How much of the unknown can you determine? Can you derive something useful from the information you have? Have you used all the information? Have you taken into account all essential notions in the problem? Can you separate the steps in the problem-solving process? Can you determine the correctness of each step? What creative thinking techniques can you use to generate ideas? How many different techniques? Can you see the result? How many different kinds of results can you see? How many different ways have you tried to solve the problem? What have others done? Can you intuit the solution? Can you check the result? What should be done? How should it be done? Where should it be done? When should it be done? Who should do it? What do you need to do at this time? Who will be responsible for what? Can you use this problem to solve some other problem? What is the unique set of qualities that makes this problem what it is and none other? What milestones can best mark your progress? How will you know when you are successful?
  29. 29. THE ANSWER IS NOT WITHIN YOU
  30. 30. TV “Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer? […] there aren't very many unnuanced moments in leading a country that's way too big for ten words.”
  31. 31. POLITICS
  32. 32. MOVIES You’re the chosen one, whether you’re aware of it or not
  33. 33. SPORT Tactics: Players = OS: Hardware
  34. 34. MUSIC “Everybody tries to go back somewhere sometime.”
  35. 35. a strategy must be…
  36. 36. ?
  37. 37. MEANINGFUL IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT
  38. 38. ?
  39. 39. DISTINCTIVE VS SUBSTITUTE PRODUCTS VS SUBSTITUTE ATTENTION (IE. EVERYTHING) ∨ ∨ COGNITIVE SHORTCUTS BE NOTICED
  40. 40. ?
  41. 41. RELEVANT DISCOVER WHAT REALLY MATTERS
  42. 42. ?
  43. 43. CREDIBLE TAKE YOUR WORDS SERIOUSLY, AND OTHERS WILL FOLLOW
  44. 44.  MEANINGFUL  DISTINCTIVE  RELEVANT  CREDIBLE
  45. 45. AND ABOVE ALL…
  46. 46. IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT

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