We can’t predict the future. There is no way to know every possible variable. We can know 99% of the data but that one percent can undermine and overthrow the other rest. Our world, as wonderful as it may be, is seemingly chaotic, unpredictable, woven with brokenness and beauty. So how does a brand make sense of it all? Simple. (!) Strategy over tactics.
The key is to make preemptive decisions based on what information we do have, knowing that at best it is always partial. Our world can’t revolve our tactics (the what) if we hope to make any headway. Tactics on their own are band-aids and even though a hundred will cover a gaping wound, the trauma is still there.
And that is where strategy (the how) comes in. Strategy creates a reason and a road map for the tactics to follow. So the next time a creative brief (if you’re lucky) comes across your desk, look for the how. A flyer, website, brochure, poster, or web app without strategy, in the long run, will be a bandage for a deeper problem… demand the strategy if there isn’t one. And the best part? If the initiative fails that same road map can save your butt.
Preference: The Genius of Sir Mix-A-Lot
The Brand Lives (You Don’t Own It)
5 Things That Make You Different
Reverence for the Vision
How to Get Your Dream Budget
