Phil Adams, a Brand Strategy Consultant, argues that ideas, not numbers, propel brands forward. He highlights common strategic mistakes and offers three golden rules for crafting effective briefs. Adams shares insights on overcoming creative blocks and emphasizes that customers often understand brands better than their creators. He also discusses the balance between intuition and evidence in brand strategy while reflecting on his transition from agency life to consulting, focusing on the role of curiosity and personal repositories in fostering creativity.
