Brand Strategy builds on a vision, is aligned with business strategy, emerges from a brand’s history and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. The brand strategy defines positioning, differentiation, competitive advantage, and a unique value proposition. The brand strategy needs to resonate with all stakeholders to include external customers, the media, and internal customers (including employees, the board, and core suppliers). It’s a road map that guides marketing, makes it easier for the sales force to sell more, and provides clarity, context, and inspiration to employees. Companies falter because they don’t have one.