FULL STEAM AHEAD
There are more definitions of brand strategy then there are brands. The world really doesn’t need another one, so we will try to avoid it here. Rather, we would propose a point-of-view. Brand Strategy must be driven by insights into the multitude of voices that constitute the brand’s culture. In this light, positioning is not merely a battle for the mind, but rather an effort to find a home in the world of people that consume the brand. With this insight as the engine, brand strategy can rise above the criticism that it is too often full of hot air.