09/04/2026
So what do we mean by ‘bad’ strategy? Well, ‘lazy’ might be a more appropriate word. Or ‘ill-considered’. Or ‘rushed’. Or ‘generic’. There are many words we could use. But the particular choice of words in a good brand strategy is vital. Vital to a successful outcome. Vital in ensuring that the strategy in question feels specific to the DNA of the organisation it’s going to represent. And that the organisation can recognise itself in the words used to describe it.