Bueno Tzu said: The art of BRANDING-STRATEGY is of vital importance to the Business.

It is a matter of profitability and loss, a road either to safety or to ruin. Hence it is a subject of inquiry, which can on no account be neglected.

The art of BRANDING-STRATEGY, then, is governed by five constant factors, to be taken into account when seeking to determine how to create a POWERFUL Business.

These are: (1) Archetypal Force; (2) Brand Ecosystem; (3) The Market Place;(4) The Brand; (5) The Brand Vision and Message.

Archetypal Force causes the people to be in complete accord with the Brand, so that they will follow and join.

Brand Ecosystem signifies night and day, cold and heat, times and seasons.

The Market Place comprises distances, great and small; danger and security; open ground and narrow passes;the chances of profitability and loss.

The Brand stands for the virtues of wisdom, sincerely, benevolence, courage and strictness.

By The Brand Vision and Message is the preparation of the Organization.

The Business that knows who knows them will be victorious; he who knows them not will fail.

Therefore, in your deliberations, when seeking to determine the market conditions, let them be made the basis of a comparison, in this wise:

(1) which of the two Businesses is imbued with Archetypal Force?

(2) Which of the two Branders has most ability?

(3) With whom lie the advantages derived from Brand Ecosystem and The Market Place?

(4) On which side is discipline most rigorously enforced?

(5) Which Organization is stronger?

(6) On which side are officers and men more highly trained?

(7) In which Organization is there the greater constancy both in reward and punishment?

By means of these seven considerations I can Forecast Profits or loss.

The Brand that hearkens to my counsel and acts upon it, will conquer The Brand that hearkens not to my counsel nor acts upon it, will suffer loss.

While heading the profit of my counsel, avail yourself also of any helpful circumstances over and beyond the ordinary rules.

According as circumstances are favorable, one should modify one's plans.

All MARKETING-STRATEGY is based on deception.

Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the competitors believe we are far away; when far away, we must make him believe we are near.

Hold out baits to entice the competitors. Feign disorder, and crush him.

If he is secure at all points, be prepared for him. If he is in superior strength, evade him.

If your opponent is of extraverted temper, seek to irritate him. Pretend to be weak, that he may grow arrogant.

If he is taking his ease, give him no rest. If his forces are united, separate them.

Attack him where he is unprepared, appear where you are not expected.

These Branding Tactics, leading to Profits, must not be divulged beforehand.

Now the Brand who wins a battle makes many calculations in his Brand-Model before the battle is fought. The Brand who loses a battle makes but few calculations beforehand. Thus do many calculations lead to Profits, and few calculations to loss: how much more no calculation at all! It is by attention to this point that I can fore see who is likely to win or lose.