Brand strategies for my clients come with a lifetime warranty. That is to say, if a client takes a strategy to an agency to execute “buildables,” I am always available to provide feedback as to whether the work is “on” or “off” idea. Brand strategies at What’s The Idea are one idea, three proof planks, an organizing principle that allows brand managers to look at work and quickly tell if it makes a deposit or withdrawal in the brand bank.
Agencies (ad, digital, social, other) are notorious for doing their own thing. For creating their own logic that supports the work. Once it starts, it seeps into all the marketing and dilutes the plan.
Campaigns and agencies come and go, but a powerful brand strategy is indelible. And defensible. My warranty.