Beyond the Brief

Strategy without tactics is the slowest route to victory, and tactics without strategy is the noise before defeat. In today's increasingly complex environment, marketers are inundated with a great deal of hype and are often prone to action over formulating a clear direction for their brand. Many marketers are investing in “experimentation” without thinking through how initiatives, big and small, link back to a holistic strategy for brand differentiation.

“Beyond the Brief” is about providing perspectives on the big questions marketers are wrestling with and how a more holistic view leads to better investments and faster competitive response over the long-term.