A conversation with Creative Review

A veneer painted on the side of the warehouse, or the operating system that runs the whole thing?

How you answer that decides whether brand is an optional marketing cost or the deepest strategic asset you own.

I talked it through with Creative Review for their monthly interview — on the new book, on why strategy is a verb, and on why efficiency should never be mistaken for progress.

https://www.creativereview.co.uk/the-monthly-interview-martin-weigel/