We like the way Lawrence Freedman puts it.
“Strategy is about getting more out of a situation than the starting balance of power would suggest. It is the art of creating power.”
(1) The art of creating power. (2) Getting more out of a situation than the starting balance would suggest.
These two phrases capture our belief in the power of brands. Every business needs to exploit the opportunities available to it. Its brand is the opportunity that interests us.
We help businesses develop their brands, so that their brands help them develop their businesses.