By Reghard Goussard, an EO South Africa – Cape Town member and the CEO of Arctic Circle, a strategic brand agency building brands from inception to becoming loved by consumers.

The concept of strategy has been around for centuries. Most of the great leaders of antiquity were renowned for their strategic minds and exploits. There are multiple examples of how strategy has influenced the growth of a nation, the spread of an idea, the building of a land mark that is visible from space or how it has predetermined and affected the outcome of a battle.

How can you expect your brand to be successful in having any kind of impact on anyone if it is completely absent of strategy? This question becomes even more powerful when you consider the ever increasing competitive nature and dynamic needs and wants on consumers. It is glaringly obvious, in order for a brand to succeed, it needs strategy.