Strategy vs. Tactics: Why Most Brands Get It Wrong

- "A bigger creator budget" is NOT a strategy;

- "Working with more creators" is NOT a strategy.

- "Let's create more content." is NOT a strategy.

Most brands confuse strategy with tactics.

Because of this confusion, they lack a high level plan.

- Who are we trying to reach;

- What we want them to do;

- Why a creator is the right voice;

- And what is the right message for them to deliver.

As a result, brands get easily distracted:

- "Everyone is talking about this creator!"

- "This format is working for everyone else!"

- "We cannot miss this moment"

And this lack of focus puts the brand into a reactive posture:

No clear direction → A new trend appears → Reaction → "Let's try this new tactic!" → Intensify the lack of direction

To get out of this reactive posture, brands need to separate strategy from tactics:

1. Strategy comes first

It's the plan for how creators build trust and drive revenue.

2. Tactics come second

It's the specific actions that execute the strategy.

Now here's a last important note:

The feedback loop between tactics and strategy is crucial.

The results of the tactics always inform the strategic decisions.