What is a (brand) strategy?

Nov 13, 2013Download as PPT, PDF3 likes1,103 views

The document discusses what a strategy is and is not. It states that a strategy provides inspiration and guidance for product development, marketing, and recruitment. It gives 50% of the answer to any question. A strategy should be meaningful, distinctive, relevant, and credible. Most importantly, it should be open to disagreement and discussion. The document emphasizes that innovation, customer focus, and continuous improvement are not themselves strategies - the choices and approaches behind them can comprise a strategy if they are clear and directional.

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What is a (brand) strategy?

1. (BRAND) STRATEGY What it is, what it’s not.

2. a strategy is…

3. THIS IS A STRATEGY

4. THIS IS WHY YOU NEED A STRATEGY

5. a strategy is �Դǳ�…

6. THIS IS NOT A STRATEGY it’s an objective

7. THIS IS NOT A STRATEGY it’s input

8. THIS IS NOT A STRATEGY it’s a plan to execute a strategy

9. THIS IS NOT A STRATEGY strategy ≠ complex

10. INNOVATION IS NOT A STRATEGY IT’S WHAT ALLOWS YOU TO EXECUTE ONE

11. CUSTOMERCENTRICITY IS NOT A STRATEGY WHERE YOU SEE IT TAKING YOU IS ONE

12. BETTER IS NOT A STRATEGY WHAT YOU DO AND HOW YOU DO IT TO BE BETTER IS ONE

13. IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT

14. a strategy does…

15. #1 LETS THE RIGHT IDEAS IN KEEPS THE WRONG IDEAS OUT

16. #2 INSPIRES RECRUITMENT, PRODUCT DEVELOPMENT, MARKETING …

17. #3 GIVES YOU THE FIRST 50% OF THE ANSWER TO ANY QUESTION

18. a strategy looks ��…

19. COFFEE LOUNGE

20. ALPHA FAST FOOD

21. GERMAN TECHNOLOGY

22. POWER IS FUN

23. FAST, BUT FRESH

24. A BICYCLE FOR THE MIND* *I hate quoting Apple, but it shows that innovation is not a strategy

25. CLEVER FOR THE CLEVER

26. COLOUR LIKE NO OTHER

27. a strategy comes �ڰ��ǳ�…

30. THE PROBLEM THE PLAN Why is it necessary to solve the problem? What benefits will you receive by solving the problem? What is the unknown? What is it you don’t yet understand? What is the information you have? What isn’t the problem? Is the information sufficient? Or is it insufficient? Or redundant? Or contradictory? Should you draw a diagram of the problem? A figure? Where are the boundaries of the problem? Can you separate the various parts of the problem? Can you write them down? What are the relationships of the parts of the problem? What are the constants of the problem? Have you seen this problem before? Have you seen this problem in a slightly different form? Do you know a related problem? Try to think of a familiar problem having the same or a similar unknown Suppose you find a problem related to yours that has already been solved. Can you use it? Can you use its method? Can you restate your problem? How many different ways can you restate it? More general? More specific? Can the rules be changed? What are the best, worst and most probable cases you can imagine? Can you solve the whole problem? Part of the problem? What would you like the resolution to be? Can you picture it? How much of the unknown can you determine? Can you derive something useful from the information you have? Have you used all the information? Have you taken into account all essential notions in the problem? Can you separate the steps in the problem-solving process? Can you determine the correctness of each step? What creative thinking techniques can you use to generate ideas? How many different techniques? Can you see the result? How many different kinds of results can you see? How many different ways have you tried to solve the problem? What have others done? Can you intuit the solution? Can you check the result? What should be done? How should it be done? Where should it be done? When should it be done? Who should do it? What do you need to do at this time? Who will be responsible for what? Can you use this problem to solve some other problem? What is the unique set of qualities that makes this problem what it is and none other? What milestones can best mark your progress? How will you know when you are successful?

31. THE ANSWER IS NOT WITHIN YOU

32. TV “Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer? […] there aren't very many unnuanced moments in leading a country that's way too big for ten words.”

33. POLITICS

34. MOVIES You’re the chosen one, whether you’re aware of it or not

35. SPORT Tactics: Players = OS: Hardware

36. MUSIC “Everybody tries to go back somewhere sometime.”

37. a strategy must ��…

39. ?

40. MEANINGFUL IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT

41. ?

42. DISTINCTIVE VS SUBSTITUTE PRODUCTS VS SUBSTITUTE ATTENTION (IE. EVERYTHING) ∨ ∨ COGNITIVE SHORTCUTS BE NOTICED

43. ?

44. RELEVANT DISCOVER WHAT REALLY MATTERS

45. ?

46. CREDIBLE TAKE YOUR WORDS SERIOUSLY, AND OTHERS WILL FOLLOW

47.  MEANINGFUL  DISTINCTIVE  RELEVANT  CREDIBLE

48. AND ABOVE ALL…

49. IT’S NOT A STRATEGY IF YOU CAN’T DISAGREE WITH IT