One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?
"Your brand is your promise to your customer, and it will be what distinguishes you from your competitors"
This article emphasises that all components of a strategy are vital to creating a successful business. I agree with this in that they are equally important. An enhanced business strategy is nothing without a brand or marketing strategy. And a strong strategy is not helpful to a weak brand. They should complement eachother and build simultaneously.