THE FOG OF WAR
Perhaps the most renowned military strategist was the Prussian Carl von Clausewitz (1780-1831). His principles for successful warfare include simplicity, energy, concentration, surprise, stratagem, luck, and fighting the battle to its conclusion. Can successful brand management be described any more succinctly? We think not. Developing strategy is serious business. However, the enemy is not merely your competition; it's also the rush to develop strategy without research—sort of like those blood-frenzied Viking Berserkers who chopped away at anything within arms-length, friend or foe. We're all for a little bloodlust now and again, but we prefer a more informed approach. Also, we have better hats.