STRATEGY is a very general word. And it means different things to different people. I like that it has a lot of definitions because it keeps life interesting. 

Sometimes a strategy is a statement that defines what a brand is, how it behaves, and what it looks/sounds like. Sometimes it's a powerful insight.  Sometimes a strategy is a detailed marketing plan with content and tactics. Sometimes it's a brilliant creative idea that will connect consumers to brands. 

I think it's all of these things.  And I find it fun, exciting, and challenging  to build creative strategies for a living. Obsessing over the intersection between communications, culture and technology is what I call awesome sauce. 

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