Marketing The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through. “We hear the term ‘best practice’ a lot in marketing – certainly a lot more often than we see it. What does it actually mean? I would offer: ‘Optimum brand strategy derived from sound marketing theory, put seamlessly into practical application’.” The problem of course, is that the gap between strategy and application is “a bendy discipline”. Helen Edwards does a great job of summarizing our current understanding of what works: Innovation, Segmentation, Brand architecture, Brand personality and Digital delivery. Article: Helen Edwards: The Best Marketers Know How to Link Theory with Practice