Good Brand Strategy Makes Role, Claim, and Proof Agree
Diagnose whether archetype, positioning, and brand equity signals reinforce or contradict each other.
Principle: Coherence beats isolated brilliance. The move Test every campaign against three questions: what role are we playing, what claim are we making, and what proof are we surfacing? Why it works Customers rarely experience brand strategy as a slide. They experience it as a pattern across messages and moments. Repetition of one clear pattern creates equity faster than sporadic creative peaks. Practical test If a new line could belong to a different archetype, a different category frame, or a weaker proof system, the strategy probably needs tightening.
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