002 : BRAND STRATEGY

Most companies do not have a brand strategy. They have a list of activities. This episode is about the single mental habit that separates the two. Strategy is choice. Activity is addition. One closes doors. The other refuses to. We will cover the 200-page brand document that taught me what real strategy is not. The three "brand pillars" that could have been written for any competitor. And the question every strategist should ask before signing off on anything: What did we decide not to do? Plus the difference between a theme and a position. Why your brand pillars probably belong on your competitor's slide too. And what it actually costs you when you refuse to choose. A tool you can use. A sharper way to look at your own brand.