Strategies are the foundation on which brands are built. Every great brand has a greater strategy backing it. Great brands represent the key benefits the project is offering and how the message is delivered. The reason most projects fail is because of poor thinking, poor product mix, poor research, poor pricing, and poor digital and traditional advertising. All of these are factors are critical to strategise over when we create and build brands. Instead of trying to build a better mousetrap we ask the mouse what he likes to eat. We never lose sight of the consumer. Remember, the product is always the brand.