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Strategy ​

Recorded vocabulary snapshot. This page is generated from a saved database extract, not a live connection. Rebuilding the site does not refresh its measurements. Draft wording comes from review notes; check recorded decisions for approved meaning. Stored values alone do not prove current prompt or filter behavior.

part of Brand Strategy · recorded level: Discipline · 0 pieces of work carry it · 4 entries in its comparison notes

The level names are Service → Discipline → Craft. This page uses the level recorded in the snapshot. Its definition and parent links still need individual review; the level name is not approval of either.

Recorded definition and use ​

Brands hire strategy before making: to define the brand platform, sharpen positioning, plan the campaign and channel mix, and write the brief that focuses execution — brand launches, repositioning, campaign development, media planning.

The Strategy discipline (L1): the thinking craft that precedes and directs creative execution — defining what a brand stands for, whom it targets, and how a campaign or communications program should be shaped. Parent family of the strategy leaves: Brand Strategy, Creative Strategy, Media Strategy, Communications Planning, Campaign Strategy, Brand Positioning, Brand Architecture, Brand Naming, Employer Branding. Per canon §1, Strategy is BOTH axes — a Service a client buys and a Discipline whose leaves are the classify targets (Joe's resolved fork, 2026-07-11).

Tag it when… ​

Tag at L1 only as honest abstention (CM1): strategic craft is legibly present in or credited on the work, but the specific specialization (brand vs creative vs media vs comms vs campaign) cannot be determined. Prefer the leaf whenever the leaf is knowable.

Never tag it when… ​

Never tag merely because every commissioned piece implies a brief existed — strategy must be legible or credited, not assumed. Never tag the making crafts here (the writing goes to Copywriting, the identity system to Design, the film craft to Video Production). Never use genre, execution treatment, or content_type as the rule basis — a case-study video about strategy work is tagged for the strategy craft it documents, and its film crafts still get their own tags.

Comparison notes for 4 other entries ​

These recorded notes compare this entry with related services, disciplines, crafts or other descriptions. Their wording remains subject to review.

  • Brand Strategy (L0 service, svc tier) — The L0 row is the sell-side offering/credit menu line — never a classify target (services-vs-craft boundary law); content tags the L1/L2 strategy rows only.
  • strategy brand strategy — If the strategic craft is specifically brand-level platform work, use the leaf; L1 is abstention only.
  • Market Research & Consumer Insights (L0 service) — Research produces the inputs (data, insight); Strategy makes the directional decisions from them. Research offerings live at the service/credit tier.
  • content type / genre territory (branded content, case study, documentary) — What the piece IS — a case-study film, branded content, a documentary — is content-type/genre territory and never grounds a strategy craft tag; a case-study video about strategy work tags the strategy craft it documents AND its own film crafts.

At what size it applies ​

Effectively asset-grain: strategy is judged over the whole piece or deliverable — would you say the whole piece carries this craft, to a buyer? — never as a clip-able beat. A segment that merely states a claim is messaging/moment-shelf territory, not a strategy moment. L1-grain tags are legal here (CM1 honest abstention).

The 9 entries recorded beneath it ​

Where to look next ​

The BrandTrackers domain model. Source: git markdown, drift-checked against the live DB.