Ideals Outlive Strategies

“If you want a long-lived brand, avoid strategy altogether — instead have an Ideal (like Nike, Apple) or an executional device (Andrex, The Economist). Anything with a strategy is doomed never to outlive your client. Discuss.”

“When even magnificent strategies manifested in such lines as “The Fourth Emergency Service”, “You’re amazing, we want you to stay that way”, “Have a break, have a KitKat”, “Membership has its privileges”, seem to be killed off with barely a thought, what hope is there for yours?”