I’ve always been a bit puzzled by the emphasis ad and marketing people place on “strategy”.
Like strategy is some mysterious thing that if they just get it right, magic will happen.
In my experience, great advertising is invariably a triumph of mere common sense and sound judgment that was readily accessible to all.
It’s never a secret.
And rarely is it the product of that beaten-to-death marketing term: “insight”.
DO SOMETHING GREAT.
That’s all there is.
Not “think” something great.
Create something that people will love.
In other words, execute.
Give people something to react positively to.
I think all the palaver about strategy – and that’s what it is, palaver – is just an excuse to hide from the tricky business of actually doing something.