The strategist’s greatest weapon

Bruce Tait

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 in a business world where numbers rule, and many are forsaking creativity in an effort to become more scientific in their approach – particularly when it comes to strategy.

However, this increased emphasis on pseudo-scientific testing methodologies has reduced our ability to accomplish our primary objective: organic top-line revenue growth. In fact, our ability to create differentiated brands that rise above...

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