A brand strategy exercise is a great tool, a map, a guide to make sure your product, message and promise are aligned and working together. A brand strategy helps you define and know your story, your language, your customer. However, it is a means and not an end. The plan must be executed in order for the strategy to have any value whatsoever. But without an internal brand champion, a brand strategy is seldom is implemented. At The A Group we do a lot of Brand exercises. These are usually a full day of distilling brand identity, promise, positioning and creating strategic next steps. Even though I’m usually exhausted by the end of them, I love these sessions because they help to define, guide and focus an entire brand, marketing and sometimes even a business plan. But a plan is just a map. Without implementation it does as much good…