Why brand strategy is essential today

A clear and focused brand strategy is essential for standing out in a competitive market. But what does strategy really mean? Director and Strategy and Creative Lead at Kommunal Rod Curtis is a branding expert with decades of experience. Rod lays out a simple yet powerful approach — distilling strategy down to three key questions: Why are we here? Where will we play? And how will we win? He also warns against vague, bloated strategy documents and instead emphasises clarity, purpose, and a disciplined approach to building a brand that attracts customers, investors, and talent.