There are some in the advertising business who believe brand strategy is limiting. They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.) When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say “no.” And it’s true to a degree; good brand manager wants deposits in the brand bank.
Brand strategy needs to be shared with creative teams and content builders well before the creative process begins. Not on the eve of the job. Creators need to understand the claim and proof array that is brand strategy, then they need to sleep on it and live with it. Brand strategy done right is like fly paper. It captures ideas over time. There is nothing more freeing when ideating than having an articulatable goal. A goal beyond simple engagement and recall.
If you have a creative team working on an assignment, brief them early. Engage them over time. Let the strategy percolate. Then set them free on an assignment. You’ll up your potential for “yes.”