Just reading Abigail Posner’s bio on LinkedIn. It spoke of her brand and marketing approach connecting “data, people and humanity.”  Nice bracketing.  And earlier this week I was speaking to a brand strategist Kevin Perlmutter whose book Brand Desire delves into neuromarketing and emotional positioning for brands. An approach not dissimilar from that of pal Megan Kent, whose book Build an Irresistible Brand: Learn the 7 Brain-Friendly Branding® Drivers is a classic.

Both of these paths — one broad one focused — sparked a realization for me about my practice. Data, you see, is a tool. Technology another tool. And the study of humanity (through the limbic system or amygdala) analytical tools.  Strategy, on the other hand, is not a tool. Strategy is a plan. An ongoing plan with a particular goal. A strategy has a focus and success measures.  Tools definitely get you to strategy, but they are not the endgame.

Now, I’m not a “creative.” Nor a data analyst or technologist. Or Margaret Mead or Erik Erickson for that matter.  But I do know powerful, indelible brand ideas. I have a process (tool) and a framework (tool) but what I sell is strategy. The moneymaker.

Peace.