Mel McShane has spent well over a decade at renowned design agency Wolff Olins and consults with executives around the world on their brand strategies.  One question up-coming strategists are sometime curious about is which type of agency actually does brand strategy because... so many agencies say they do everything but when you're in them you realize it isn't always true.

We discuss:

- Where brand strategy happens

- How Mel approaches brand strategy

- Interviewing people vs running people through questionnaires

You can find Mel here: http://linkedin.com/in/melanie-mcshane

 

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New book "Strategy Is Your Words" out soon.