Mark Michael

2181 days ago

"Many business leaders don’t understand that brands should have objectives beyond the business. In fact, many business people mistake reputation for brand. When they say 'I have a strong brand,' they really mean 'I have a good reputation.' A strong brand is an emotional bond with -- and belief in -- a company based on its passion, expertise, customer-commitment, and higher purpose."

The 5 Brand Strategy Questions Your Agency May Never Ask You

linkedin.com

Advertising has a “strategy” problem. Digital fragmentation. The growing need to plan for diverse digital platforms has lessened the strategic value of strategy. The role of strategy -- which was once the long-term guardian of brand value -- has become technical and tactical.