strategy scrapbook

Brand is why you care about your relationship with a company (c/o Phil Chang).

Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.

The role of planning/strategy is point imagination and resources (time, people etc) in the right tasks that matter (so that they can have maximum effect). Identifying and articulating the task with imagination and rigour is at the heart of a planner’s role. It’s the art of choice and point of greatest leverage.

— W+K's Martin Weigel on our