What is brand strategy?

Recommended reading & listening:

  • What is a brand? by Stef Hamerlinck Watch here
  • What is branding, really? by Stef Hamerlinck Watch here
  • Do you mean brand, brand, or brand by Paul Bailey Read here
  • Different layers of strategy with JP Castlin. Listen here
  • A more elaborate glossary of branding-related terms can be found on Rob Meyerson's site. Find it here.


Based on what you have learned, how would you define brand strategy? Do you agree with this definition? What is missing? Let me know in the comments!

I believe trying to create your own definition is a lot like developing a strategy, it's about creating clarity from chaos.


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