Synchronized swimming is a sport that beautifully shows the results of an exercise that harmoniously combines swimming, dance and gymnastics. Its added difficulty lies precisely in the coordination and synchronization of an entire team in an apparently hostile environment. A perfect pairing between reason, which defines each of the steps, and emotion, which resides in the way they are shown to the public.

I use this parallel as an introduction to one of the dualities that give branding the greatest scope: strategy and creativity. When they are approached in a coordinated way, the result can be spectacular, even so there are too many occasions where they do not converge.

One of the recurring problems is already at the starting point: brand strategy and creative strategy are not the same thing. Both are complementary, but different.

    • Brand Strategy: She is responsible for defining the brand’s DNA, aligned with the business strategy, building its own meaning that really matters to people. When a brand is able to create meaning, it is creating value that people are willing to pay more for. This is an approach that places the brand linked to every business decision, from which all initiatives start and which provides real value. In the brand’s DNA are its values and benefits, its positioning and its value proposition. Its development mainly involves the strategy area of consultancies or agencies, made up of analysts, consultants and strategy profiles.
    • Creative Strategy: She is responsible for shaping the brand strategy by translating ideas into concepts and representing them through any of the senses. People need to visualize in some way what they tell us in order to understand it and truly integrate it into ourselves. Creativity is a great ally to provide a description that avoids particular interpretations, building greater consensus, and better ability to remember. Thanks to it, it is easier to arouse emotions and experiences that help describe what the brand strategy pursues. The brand strategy itself requires creativity in its approach and in the synthesis of its value proposition. And, from that point on, the creative strategy will be a fundamental pillar to give meaning to the brand’s activation plan .

Creativity as a concept is not exclusive to creative departments – copywriters, creative directors, art directors, designers – although they always achieve the best results due to their training and resources.

There is an English saying “if you do not move in synchronization with time, you will be left behind”, meaning that if you do not adapt to the times, you will be relegated.

It is precisely when brand strategy and creative strategy are well defined and aligned that the best results are achieved, which can be translated through any activation campaign adapted to a changing reality. Campaigns are the way creative strategy is expressed through a number of channels over time – from advertising to content marketing, social media, etc.

If either strategy fails, then the end goal moves away and the brand moves from strategy to tactic without control, without a solid and coherent reason to support it.

Perhaps Albert Einstein already posed this dual scenario when he said “creativity is seeing what everyone else has seen, and thinking what no one else has thought“. But thinking differently is not enough, today we have to think better and incorporate the human variable, which is the only one capable of adding value to the business from a synchronized strategy that merges customer expectations with the brand’s purpose, using creativity as a vehicle.


Carlos Puig Falcó

CEO of Branward®


Images: Liz Corman,

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