references/theories/creative-strategy.md

# Creative Strategy

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- A clear strategy is not translating into attention and memory.

## Mechanism

Single-minded proposition + human insight + distinctive execution.

## Applied marketing use

Turn the marketing decision into a creative brief and variants.

## Failure modes

- Creative novelty disconnected from product truth.

## Counterweights

- `unique-selling-proposition`

## Sources

- `source:bernbach-creative-legacy`