The 4 biggest brand strategy myths, and what you need to know instead

May 20, 2021

After 20 years working as a brand strategist, I’ve seen and heard a lot of confusion about brand strategy.  

While it’s the most desired skill CMOs are looking for this year, not many people are offering it, because it appears to be so complicated. 

But brand strategy is a really powerful business tool when understood properly.  

So here’s the four biggest myths about brand strategy that add to all this confusion, and what you really need to know instead, to help you understand how it can elevate your business.

BRAND STRATEGY MYTH 1: Brand strategy is just about guiding your ‘branding’

This view is what prevents solid businesses from building great brands.

Let’s start by being clear on what each of these things are.

Brand strategy is your decision on what you want to stand for: the associations you want to build about your brand in people’s minds. 

‘Branding’ is the process of creating distinctive signals...


Top 3 Brand Strategy Books

Nov 30, 2020

All I want for Christmas is to spend time with my family, to be truthful.

But since, in the UK, Boris has allowed us only 5 days, I’m also thinking about the books on my Christmas wishlist. 

I LOVE a new branding or business book.

(I warned you before – I truly am a Brand Strategy Geek).

If you’re the same, find my top 3 recommendations below. 

Best Brand Strategy Books 

1. GROW: How Ideals Power Growth and Profit At The World’s 50 Greatest Companies – Jim Stengel.

Puts stats behind the importance of brand strategy, includes big brand case studies (think Pampers, Discovery, Method) and tells you what it takes to implement a brand strategy successfully.

Here’s a few gems from this one:

“Maximum growth and high ideals are not incompatible. They’re inseparable.”

“The most powerful and profitable tools in business are ideals – ideas for improving people’s lives that speak directly to their instincts,...


Rewind a minute - what is brand strategy??

Sep 08, 2020

So I've been writing away about branding for a while, but I got a couple of emails this week from people asking me to rewind a bit, and answer, 'What is brand strategy?'

So here's a 5 minute clip from my free 'Brand Strategy in 7 Simple Steps' mini-course that explains it.

I start by rewinding even further - to what is a brand.

Because you've gotta know that, before you know what brand strategy is.

If you're more a reader than a watcher, get the explanation below.

And if you're itching to know what to do next - how to do your brand strategy - then it's all in the free course - get it right here.

Wishing you clear, confident brand-building progress my friend!

What is a brand?

All brands really are, are the associations people have about a business in their minds. 

And studies and neuroscience have shown that the stronger and more connected these associations are, the more likely a customer is to choose and buy your brand.

So what does this...


Brand Strategy, Branding and Marketing Strategy: get clear on what they are and the 1 big mistake you MUST avoid

Aug 11, 2020

I was driving back from Norfolk last week with a friend who was telling me about a difficult experience she’d had trying to get a website up and running for a client.  The client had briefed a logo designer who said he works, “Just when inspiration hits.”

6 weeks later and no logo options had materialised.  But he had taken a sketch pad on holiday with him.  

But the bigger problem was that there was no brief. 
Nothing to judge any logo against. 
No strategy. 

Nor was there a plan to create the other brand signals that need to work with the logo – fonts, colour palette, imagery etc.  And yet she was expected to get this website up and running.

I told her that, sadly, this wasn’t uncommon, and that I was planning to write about this in one of my blogs.

She told me to get on with it.

So here it is.  

Defining Brand Strategy, Branding & Marketing Strategy 

This could go on for pages - but I'm...


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