―BF
A brand's ID encapsules the founding principals through which a thematic yarn is created from end to end with playbooks and roadmap.
A campaign roadmap is the chart for your consumer journey, a plotline of intersects between product stories and channel planning.
A brand's customers are the real life characters. A product story is best told through these carefully defined and nourished segments.
Either is failure. Objectives, key results, and KPIs are theoretical until a well thought out plan is executed, refined, and scaled.