A quote from The New York Times today points to market forces that have made Jeff Bezo the richest man in the world.

“One is the unequal impact of digital technology, which has reduced costs and brought convenience to many.”  

Digital technology has allowed Mr. Bezos to gather $160B in personal wealth, simply by making shopping less expensive and easier.  Less expensive and easy are, not surprisingly, money-makers.

Brand strategy makes marketing less expensive and easier.  It does so by pointing all company actors in a similar direction. It gives them direction for their innovations. It corrals vendors. And it programs consumers to understand quite clearly the value of a product or service.

Marketing is strengthened by strong blocking and tackling. But it needs creativity. Some on the creative side view brand strategy as limiting; as creating limits to creative outputs. Nothing could be further from the truth. Brand strategy sustains creativity. It gives creativity a reason for being. A goal.

Peace|