|Brand Strategy is clearly
a science as well as an art.
There are two approaches to strategy being practised today.
One approach is to have a left-brained and linear-sequential
approach to brand strategy that does not necessarily
have a basis in first hand consumer understanding or
The other approach while being creative seems to lack
an intimate understanding of the client's business,
and does not include the due diligence required to get
a strategy right. Thus it becomes just a creative solution,
often without adequate strategic accuracy.
Momentum's approach that combines rigor and creativity
is filling the growing white space. It seeks to reinvent
the marketing services industry to make it much more
upstream, effective, and responsible.