An army without a general is like a brand without a strategy. Without a plan, it will not be able to effectively direct its forces and achieve its goals. A brand strategy defines the company's mission, vision, and objectives, and provides the framework to make decisions and allocate resources. It outlines strategies and tactics for achieving those goals. Every decision should be based on strategy, from product development to marketing. A well-defined strategy also helps to create a sense of direction, focus, and purpose for the company.

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