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There are various types of strategy and there are many different kinds of prefix to the word 'strategy': business, marketing, brand, advertising, communications, PR, digital, content and so on (not forgetting military, from where the term came). Each type is presumably preceded by its own objective(s), for the strategy to deliver against. Back in the last century, the strategies that planners were most likely to be responsible for were stalwarts such as 'brand strategies', 'communication strategies' and 'creative strategies', all of which fed or bled into each other as the project progressed.

There are differences between these different types of strategy:

  • Brand strategies are enduring and focus on positioning.
  • Creative strategies can change and contain the engaging idea that informs and drives the communications strategy.
  • Communications strategies focus on media channel planning to best deliver against the audience.