No one will ever see your pyramid.
Nov 9, 2011
When we talk to potential clients about how we work, we like to show this slightly modified brand strategy pyramid. Not just because it’s a good way to test for sense of humor. But because it gets people thinking about the purpose of a great strategy.
Used properly, no one outside the company will ever see your strategy. They shouldn’t see it. All people should see is your product, your people and the content you create to promote it.
And our only point, really, is that if you don’t come up with provocative ideas, your strategy doesn’t really mean anything. If your ideas merely repeat the adjectives on your pyramid, no one will pay any attention.
Great strategies yield great creative, and done right, the strategy will get no credit what-so-ever. Bummer, but that’s the way it is. No one ever said, “I love that brand, they have such awesome Powerpoint decks.”