lexikon · brand strategy
What is Brand Strategy?
Brand strategy is the long-term plan that defines what a brand stands for, who it is for, and why people should choose it over an interchangeable competitor.
— Definition by Alexander Kaminski
Brand strategy is not the logo and not the colour – it is the decision about which place a brand should own in its audience's mind. A good strategy answers three questions clearly: what do we stand for, for whom, and why us? Everything visible – name, claim, design, tone of voice – only follows from there.
Alexander Kaminski treats brand strategy as a craft, not a gut feeling. A concrete example: working with the agency Digital Masters, he rebranded the €700M potato brand Kartoffelland into Echt vom Feld ("straight from the field"). The new name was not decoration but the tip of a strategy – a clear origin-and-honesty positioning that carried the name, claim and story onto real supermarket shelves.
The thinking behind it is what he calls 0-Day Creativity: the belief that every market hides an opportunity in plain sight that no one has claimed yet. Brand strategy, then, is the work of finding that gap and owning it so unmistakably that it belongs to the brand – not the competition.
🔗 By Alexander Kaminski · official pages
Frequently asked — Brand Strategy
What is the difference between brand strategy and branding?
Brand strategy is the plan – what a brand stands for and why. Branding is the visible execution: name, logo, design, tone of voice. Strategy comes first; branding follows.
Does Alexander Kaminski do brand strategy?
Yes. Brand strategy is one of his core skills – from positioning and naming to full rebrands. His best-known example is rebranding the €700M brand Kartoffelland into Echt vom Feld.