question before we move on to give me a quick yeah give an a recall what's the question before we move on to the um the next section obviously the role of brand and it sounds like you've got a very tight and effective process for helping the brand recapture that original purpose and make it fit for the future now how do you come up with or against marketing then to like translate that vision that you have for a kind of present day or future day kind of brand existence with marketing and when it comes to them executing how how does that work for you

i don't tell you very specifically and some may think it's tactical so the vision when it's set it's literally that aesthetic territory and before each campaign shoot there is a creative brief so again my planning background comes in but i don't go into four years of song that's already defined that's already done the personas work on a global level is done that that happened at banana that happened at esprit so that rigor is still there in terms of like consumer research so this is what we're talking to and then now for each of our biggest biggest biggest creative expressions there is a brief but that brief captures possible expressions of the annual concept for both the brand and the product so the process is i defined for 23 what is the annual concept that goes literally to that vision that no start and translates it brings it to life through annual concept and then quarterly cost what that that is product concept and brand concept product concept means in terms of product design so you have quarterly team so for example if for this year is rose don't apply for esprit then we have extraordinary places extraordinary people extraordinary lifestyles so that's for each month within that there is product design merchandising and then brand communication so i'm just giving you a big picture for next year we have 2024 concept is let me just remember for a minute overall of the original the original is esprit as the original as a place or a brand where a lot of current fashion trends originate sustainability real people featured in the campaigns this metropolitan outdoor look which is basically good for that you have today the gen Z owns and then original as originality of the founders originality of photography of store design so that is your overarching concept broken down in four so which is icons influences references and then muses so this is big big picture but very tactical as you see because it has to be technical like we need to be able to to activate the organization to deliver and you can't activate the organization through big stories and decks you need to be very prescriptive but also provide the framework for the creativity so next step is within those four then is the creative brief which does not is not traditional creative brief it's a creative with the says okay these are the props this is the location these are the models this is the styling these are the products that we are featuring because they see that that is a connection with business these are the biggest buy from merchandising so i'm going to feature them in a campaign and i'm going to stylist like that and the models are going to deliver this story and photography is going to translate that vision but all of those elements are translating division not just photographer not just stylist models the whole thing needs to tell that story that is what but then you go to social media you go to instagram and say hey when i have hero collection of foundation in terms of product what is okay so items of content i have the dream i have the trend and i have the lifestyle so what is then my cadence what is then my strategy so it's very tactical actually

and i think some big organizations and correct me if i'm wrong but i get the sense from talking to other brand marketers that there's always or quite often a big chasm between strategy and execution and so many big brands fail to translate their strategy into execution is that is that really a problem do you think?