Strategy
In a Nutshell
Strategy is the intellectual plan that determines which path the brand will follow in communication to reach its goals. It explains the why of the idea. In theory: a roadmap. In practice: sometimes seriousness retrofitted onto the idea.
What It Really Means
When done well, strategy is the backbone of the work. It clarifies what to say to whom, why, and how. But when done poorly, it consists only of words that add weight to the deck.
In agencies, strategy sometimes genuinely gives direction, and sometimes it's written afterward to make a found idea look more meaningful.
Good strategy is simple. Bad strategy tries to give the impression of depth by appearing complex.
Strategy shows where the idea rests. If the strategy is weak, no matter how brilliant the idea is, it remains suspended in air.