Who Can Even Do Brand Strategy? - Tom Donald, Strategy Lead
Sweathead, A Strategy Podcast
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Is Your Appreciation of Brand Strategy Changing?
I do have an appreciation for brand strategy that I think a lot of people in advertising died. The biggest utility for most corporations and decent sized companies of a brand is internal. You really only start to work with clients on their internal brand, that's the real guts of the strategy. Brand purpose has absolutely no role to play in communications. It shouldn't inform external expression almost never should it inform external expression. But internally, it's really critical.
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