Clients often ask me the right way to execute a particular brand strategy, in which case I am happy to share best practices.

When the goal is to produce results in an effective and consistent way, it is wise to establish protocol and best practices for achieving optimal outcomes. However, protocol can become a crutch if it causes us to limit our approach. And can be a trap if it prevents us from widening our vision for what more is possible.

Best practices are a guide and effective when they are flexible. The only “right” way to execute is based on situation, environment and real-time influences, which may differ depending on the “right” situation.