Strategy isn't just how a brand shows up. It's how a brand makes sense of the world, and itself.

We've long treated strategy as a communications tool. A prelude to creative. A pretext for messaging.

But that's far too narrow.

Strategy isn't surface logic. It's deep code. It shapes what the brand believes, how it behaves, what it pays attention to, and

What’s your brand? Hint: it’s not your logo.