Strategy as a starting point

Launch of the BRAND et al blog
June 8, 2016
July 12, 2016
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In our previous posting I stated that at BRAND et al we unashamedly position ourselves as an intellectual rendezvous and we maintain that both strategy and creativity happen between the ears. So, what does this mean?

Well, for starters it means that we try not to fall into the trap of equating creative execution with strategy. In fact, execution should be at the tail end of a solid strategic evaluation of the client’s business model and its strategic intent on the macro-level. To a large extent, the brand is the face of an organisation’s business strategy.

Does a solid strategic approach mean that advertising needs to be all serious and possibly boring or ‘theoretical’ in contrast to being interesting and entertaining? By no means! On the contrary, solid understanding of a client’s business model and overall strategic intent is an indispensable prerequisite for designing good marketing and branding strategies as the basis of conceptualising engaging creative execution. Some of the best advertising in the world are so good simply because they tell the authentic story of the organisation behind the brand. And to do that, you really need to understand the business and its strategic intent.



Gustav Puth is a Director of STRATEGY et al. He has vast practical management and academic experience in the fields of organizational leadership and business strategy, marketing and communication management, advertising, as well as organisational, social and marketing research. Gustav was the founder and former Head of the Department of Marketing and Communication Management at the University of Pretoria (UP) and Programme Manager of the GfK Master’s Programme in Marketing Research at UP. He authored and co-authored numerous academic and popular articles, nine books and lectured as guest lecturer and visiting professor at universities in Europe, the USA, Canada, Australia and Singapore.


  1. Avatar Bertus Ackerman says:

    Hitting the nail on the head here. There’s something special about telling an authentic story (simply) that will always resonate with your audience. To do so, one first needs to have a deep understanding of what makes the business tick. Understand the core of the business, its heartbeat, its soul.


  2. Avatar Sharlene Swart says:

    Well said.
    What would your advice be for a company going through an identity crises in a rapidly changing and competitive market?
    Were historic sales channels may no longer be the best route….
    Where do you start?