Rebranding Strategy

I saw a great video on rebranding strategy today. It was an interview of Cynthia Montgomery, and she was talking about how strategy has been backed into a corner and seen as just an analytical exercise.

She went on to say that strategy should be an animating force — the energy that directs everything a company does. Montgomery also emphasized her belief that a CEO should own what a business is and why it will matter. The CEO is ultimately accountable for having compelling answers to why the organization matters – that’s what strategy is about.

I think she’s right on, and that more companies have to ask these deep questions as they transform themselves and face their future.