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The latest thinking from our insatiably curious Frameworkers.

As tempting as the latest marketing trends can be, brand authenticity is more important. That's not to say there's no room for creative storytelling, brands can still be bold and experimental while staying true to who they are.

While the strategist’s primary role is to lay solid creative foundations on which creative ideas can build, it’s not the whole picture. Strategists must also know when to sell and when to step in, step back and step up.