The concept of strategy originates in war, where the objective is to destroy the enemy. In business, if the enemy is your competitor, then the objective of strategy must be to crush the competition.
Branding is competitive. It’s about staking out the right to earn over others. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.
As Simon Sinek has observed, people intuitively deal with what they know before they deal with the things they don’t know or feel less comfortable dealing with.
Ultimately, all memories include some combination of sensory elements, contextual details, cognitive processes involved when that memory was formed, abstract concepts, and meaning.
