Branding Brand strategy as business strategy Regular readers know that one of the Clarity mantras is 'branding is not just for marketing anymore'. So, this week we were pleased to notice Thomas Gad making the same discovery. In a blog post he said:  “I now promote the idea that the brand strategy comes first, and the business strategy or plan, including goals of performance and the business model, comes second. The reason for this change is that, in my practice and experience, I have seen too many businesses fail. Not because they haven’t been able to come up with a very good business model and strategy for making money, but because they haven’t been attentive enough to customer needs and customer perception." Go, Tom. Go. Article: Brand Strategy Before Business Strategy