Every brand has a unique DNA. The primary job of the strategist is to uncover that DNA and express it in a way that is powerful, relevant and motivating. Brands that find their DNA and express it well are extremely powerful brands. Think of Apple. Nike. BMW. Avis.

Marketing is too important to be left entirely up to the marketing department. Great brands are driven by a great vision. And that vision can only come from the CEO. CEO = Chief Vision Officer, amongst other things.

Everything communicates. Everything you say and everything you don’t say. Everything you do and everything you don’t do.

Consistency is the holy grail. It’s vital. And it’s difficult. And brand guidelines are not enough. The best rallying point for consistency is a powerful idea.

Brand strategy is best expressed as an idea. Nobody reads strategy documents. Everybody responds to a great idea.

Marketing needs an ROI. No project is worth undertaking if it does not generate a positive return on investment.