Zoe Scaman on LinkedIn: Is the way we practice brand strategy today fundamentally irrelevant and… | 97 comments

The brand should be more living, the world lives on social, the brand needs to fit within that world and that world is made up of real people and real interesting stuff. It's not made up of brands and it doesn't have these rigid rules. It's less of a brand and more of a character and a writers room.”

For me strategy was about insatiable curiosity, falling down rabbit holes, connecting seemingly disparate dots, being that annoying kid in the backseat of the car on a long road trip who keeps asking ‘but, why?’, diving deep on subjects I’d never explored before, becoming a master of pointless trivia and therefore excellent in a pub quiz scenario.

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Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.

It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more

Connection: Most brands today are in the coalface competing on features, benefits and price. If you don’t want your brand to become a commodity, you will need to make a deeper connection with your audience.

If we’re going to talk about ‘the future of strategy’ then we are going to have to talk about how relegating strategy to the supply of disposable ‘insights’ and ‘propositions’ for other people’s creative processes is to fundamentally misunderstand the nature of strategy.

Being original is always the best strategy. We now live in a world where every day there are hundreds of companies launching or redefining themselves. Brand is no longer a secret and the process to create one has been codified