Henri Minzberg offers five definitions of the word 'strategy' for brands, the relationship between which vary: strategy as plan, or a set of guidelines to deal with a situation; strategy as ploy, or a plan to outwit rival brands; strategy as pattern, or consistency in corporate behaviour, whether intended or not; strategy as position, or locating an organisation relative to its competitors and within its environment; and strategy as perspective, or the beliefs, norms and values of a brand/organisation.
Five strategy Ps
The word 'strategy' is implicitly defined in different ways. Minzberg presents five definitions:
Strategy as plan:A consciously intended course of action, a set of guidelines to deal with a situation. This can be general or...