Brand Success Starts With Strategy

What is Brand Strategy and How to Spot a Great Strategist

Need a good laugh? This hilarious TikTok has been circulating and I’ve watched it a dozen times. I mean, we all know this guy, right? There’s someone like him in every large company. He’s a ‘big picture’ guy but deflects when asked about the objectives, details and actions needed to make the big picture a reality.

In the era of fractional work (I’m a huge fan, by the way. As a founding member of THE BOARD, I do believe this is the model of the future), we’ve witnessed a mass exodus of executives from corporate America who are now in the “freelance” market, offering their C-level expertise to businesses large and small, from startups to conglomerates. With this has come an explosion of professionals who call themselves strategists. Many of them are, but it’s a nebulous title without a clear job description, which can lead to disappointment and underperformance.

As a career strategist, I built an agency centered around Brand Strategy as the first step in any Brand Development or Go …