Clear, Actionable Strategy

A good brand strategy can serve as both a north star for business goals and a filter for decision-making.

Ideally, strategy should balance rigor and lateral thinking. The rigor is derived from research, data, the competitive landscape. The lateral thinking is the creativity that challenges the status quo, connects seemingly disparate ideas, and inspires the creative team and the audiences they serve. As rigor strengthens, so does the opportunity for lateral thinking.

Rigor + Creativity = Actionable Strategy.

Something that can align stakeholders and audiences around an idea. An idea that can build a culture.

In the end, it’s not hard to make decisions when you know who you are and what you stand for.