The strongest foundation of strategy is a powerful insight. Many great advertising/marketing campaign were born simply out of an insight. And an insight could just be extremely simple. For example Nike’s “Find Your Greatness” campaign.
Nike’s main insight is that everyone can achieve their own defining moment of greatness. That’s it! The campaign videos that led were just of people jogging, juggling basketballs, a girl on the front yard doing flips, a guy running a marathon wearing a ridiculous costume. It was one of the best campaigns, thanks to such a simple insight.