Brand strategists are often defined by the quality of their insights. Over the years I’ve found that insights can be either supply side (what a brand does well) or demand side (what customers want most). Planners tend to work mostly in the latter space. I preach working in the middle. At the nexus. Where supply and demand come together.
For ZDNet “For Doers, Not Browsers” was the brand strategy. It sat up there on the supply and demand fence.
For Teq, an educational development company, “Illuminating Learning” spoke to buyers and seller. At their cores.
For Sweet Loren’s Cookies “Craft Cookies Au Naturel” defined the product and consumer benefit in 4 words.
These brand strategies may sound like taglines but they aren’t; they are organizing principles. Each supported by 3 proof planks that give depth and direction to the ongoing narrative.
Brand briefs differ from creative briefs in their output. The output must hit both supply side and demand side insights. Turning communications and experiences into selling freaking machines.
Peace it up.