Strategy call from McKinsey’s. Great, but where’s brand?

If there had been doubts about strategy’s place in a chaotic and changing world (and bizarrely there have been) this Mckinseys Quarterly piece calling for business to strengthen strategic thinking at all levels should lay them to rest. 
 
There are some great tips and insights here about strategy development. But I can’t help thinking that many of them discuss issues that could be easily solved with proper brand thinking. 
 
I suppose what I’m saying is that – if proper attention and analysis of brand was present in the organisations this article discusses – these issues wouldn’t be a problem.  
 
But…brand isn’t mentioned. Anywhere. 
 
Perhaps, if CEOs and other C-Suite leadership were able to link these burning strategic issues with the solutions inherent in good brand practice, they would take brand much more seriously. They’d also avoid a lot of problems – and be able to seize more strategic growth opportunities.