“Identity is cause;
brand is effect.”
Brand is a personality..
Has its own soul and body, both necessary..
Body is what it shows in its all appearances and soul is how it makes you feel.
“However beautiful the strategy,
you should occasionally
look at the results.”
Brand strategy is the one that works.
Does it fit with the target? Responsive to the needs of it?
A "useful" strategy, is the flexible one, one you can adapt easily thoughout the conclusions of the experiences earned on the way.