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Book review: The Strategy Book by Max McKeown

Red Star Kim

Being easy to read, short and jargon-free The Strategy Book (FT Publishing, 2012) is a considerable achievement bearing in mind the subject matter. This one is equally helpful for experienced leaders and students first grasping the principles of strategic thinking. He’s clearly an advocate for scenario planning.

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What a senior account director does in a brand strategy agency, with Andy Kaye

Account Management Skills

And then from there, what does that look like in their messaging, in their brand world and their visual identity and their logo and their communications? So being proactive and saying, look, your competitor is doing this, I’ve just seen this being published. Here’s something that we think that could unlock for you.