In a world filled with effusive adjectives; here's a sobering thought - the perfect brand strategy does not exist.
During my years in advertising, as a CMO and more recently as a marketing consultant; I have created, presented and commented on countless brand strategies.
One thing I have learned is that its impossible to find a strategy you completely agree with.
This is especially true when the decision makers are diverse groups with different levels of understanding and objectives or where the environment has a level of ambiguity/subjectivity; as often happens in branding decisions among groups.
Infact I used to comment that show me any strategy (however good it is); there is always some fault one can find in it.
As a matter of fact; a bit of discomfort may sometimes be a sign that the strategy is not cookie cutter/familiar and is differentiated!
Hence to make decision making practical; I would typically use my own interpretation of the 'Yin & Yang' symbol in philosophy ( with due apologies to the followers of chinese philosophy)
While the actual interpretation of 'Yin & Yang' maybe different ; my interpretation in the context of decision making is that in every strategy even if you agree with it ; there would always be something that you (or the group) does not agree with (Yang). And conversely there can always be a strategy that you/your group wholeheartedly disagrees with that may have something you like/agree with ( Yin)
So before evaluating any strategy ; it maybe a good idea to be philosophical of how to arrive at a decision and look for a strategy that may not necessarily be perfect; but what you mostly agree with (Yang)
I have found this helps condition the mind to be more open to ideas and practical when deciding on them.
Try it and let me know if it works for you.
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