“Strategy is a system of expedients; it is more than a mere scholarly discipline. It is the translation of knowledge to practical life, the improvement of the original leading thought in accordance with continually changing situations.”
— Helmuth von Moltke
Brands have a major problem using the S-word. The term strategy is so overused by marketing departments and agencies that it is, in many cases, meaningless. They build marketing or content strategies. They think or act strategically.
Too often, marketers are irresponsibly using strategy and its variants as synonyms for planning.... More