On paper, a strategy provides the detail for you plan, but in reality, what matters is how your employees implement your plan and how it is understood by your customers. So how can you narrow the distance between the strategy and the reality?

How do you WOW those customers who are already loyal and how do you deepen their connection with your brand?

You’ve heard of the PESTLE… or perhaps you call it the DESTEP, the STEEPLE, or the PESTEL… but have you heard of the LoNG PESTLE?

Steve Jobs once famously said that “strategy is figuring out what not to do”, and at its core, strategic planning is about making choices.

It’s a common point of confusion…

What is the intersection of business strategy and brand strategy? Do I need both? Which one comes first? What is more important?