The strategist’s greatest weapon

Bruce Tait, managing partner at Tait Subler, contends that creativity should be the driving force in the development of brand strategy, and that, too often, 'scientific' based strategies lead to me-too and undifferentiated brands.

The Strategist's Greatest Weapon

Bruce Tait

When it comes to strategy, most marketers seem to feel that left-brain, analytical thinking is far more important than intuition or imagination. In fact, most marketers are striving to be taken more seriously...