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What exactly is it? What do I do with it? What difference will it make? Do I really need it?

Picture it as the blueprint of ideas and resources, all setting you on a path towards success. It's about envisioning the big picture whilst having the detail in every step. Zoom out to where your business wants to get to and then dial in on how to get there. This clarity ensures that your marketing activations are purposeful, relevant, and near on guaranteed to achieve your business objectives.

As much as it pains me to say as a Manchester United season ticket holder, when it comes to bid strategy, a lot can be learned from Pep Guardiola's Manchester City.