A Quote by Hartmut Esslinger
Increasingly, corporations will look to advertising agencies for direction. Without an understanding of brand creation, messaging, and strategy, today's designers are destined to become the haidressers of tomorrow's creative environments-great for styling but light on strategy.
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Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.
Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
The smart strategist allows strategy to be shaped by events. Good reactions can make great strategy. Strategy involves competition of goals, and the risk is the difference between those goals and the ability of the organization to achieve them. So part of the risk is created by the strategy.
A change of strategy suggests there is a strategy. I don't see a strategy that deals with - that concerns with dealing wit with ISIL overall. There is some sort of strategy for dealing with it in Iraq. I'm not sure there is one in Syria. And Libya is another problem altogether.
I think there are a lot of hurdles between a normal consumer brand figuring out their mobile strategy - let alone their chat app strategy - and programming a Facebook Messenger chatbot.
If you believe in a security strategy - a strategy of more friends and fewer enemies, a strategy of greater cooperation and a strategy of keeping America better at home as we grow more diverse - we have to build the minds and hearts to build this kind of world.
It is crucial to have a strategy in place before problems hit, precisely because no one can accurately predict the future direction of the stock market or economy. Value investing, the strategy of buying stocks at an appreciable discount from the value of the underlying businesses, is one strategy that provides a road map to successfully navigate not only through good times but also through turmoil.
Designers must educate the public that design is about strategy, not decoration. However, such attempts are repeatedly undermined by a design world hooked on competitions and awards ceremonies that celebrate creativity instead of strategy results and sustainability.
A good strategy is not always successful, but even an "inappropriate" strategy may be an actual strategy. A "bad strategy" is one that doesn't even try to address an important challenge. Instead, it speaks of aspirations, visions of the future, lays out performance goals, or simply lists a bunch of unconnected actions.
Strategy doesn't change when hard times arrive. Consumers' willingness to try, and to stay loyal, remains, the goal. Winners know this; their brand focus and strategy remains consistent.
If you can't describe your strategy in twenty minutes, simply and in plain language, you haven't got a plan. 'But,' people may say, 'I've got a complex strategy. It can't be reduced to a page.' That's nonsense. That's not a complex strategy. It's a complex thought about the strategy.
Leadership is a potent combination of strategy and character. But if you must be without one, be without the strategy.
Everybody wants to disown neocon strategy, including the neocons, because that strategy never worked. Still, it was, in point of fact, a strategy. Nobody else has one.
What got repressed-sometimes viciously repressed-by the strategy-concept makers, consultants, and data gatherers was a consciousness of people and their importance in the creation and execution of any strategy.
Chess strategy as such today is still in its diapers, despite Tarrasch's statement 'We live today in a beautiful time of progress in all fields'. Not even the slightest attempt has been made to explore and formulate the laws of chess strategy.
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