strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheaper, or by creating unique perceptions of otherwise generic commodities.

Business strategy is an integrated set of choices that consider the leader’s ambitions and objectives, stakeholder needs, a distinctive approach to winning, plus all the systems and skills needed to increase the chance of success. Brand advances strategy because human understanding and perception is crucial for successful execution. 

Not to be confused with tactics, the details of how the strategy will be executed.