Zoom Out. Further.

In branding, everyone wants the tactics: "Just tell me what to do, and I'll do it!" But that's like being handed a tin of caviar and being told, "Here's a spoon—just eat it." A meal strategy might tell you, "It's best served as an appetizer or sprinkled on an entree for discriminating, well-heeled diners." Food principles would include: "Caviar is salty; use it judiciously." "Caviar is a very rich flavor that must be offset with an accompaniment, and in a proper balance of flavor." "Caviar: a little bit goes a long way—too much and people will regret it; just enough and people will remember it in their dreams."