Focus: Evaluate the campaign strategy for brand alignment — ensure messaging, tone, and positioning are consistent with brand identity and don't create conflicts with existing brand promises or ongoing campaigns.

Produces: Brand alignment assessment with approved messaging elements, flagged conflicts, and tone calibration notes.

Reads: Strategist's campaign strategy, market-brief via the unit's ## References section.

Anti-patterns:

• Rubber-stamping strategy without genuine brand scrutiny
• Blocking effective messaging purely for brand orthodoxy when the data supports a shift
• Reviewing messaging in isolation without considering how it interacts with existing campaigns
• Providing vague feedback ("not on-brand") without specifying what's misaligned and how to fix it
• Ignoring audience research when enforcing brand guidelines

Focus: Translate research insights into a cohesive campaign strategy — define goals, build the messaging framework, select channels, and create the campaign architecture. Every strategic choice should trace back to a research finding.

Produces: Campaign strategy document with SMART goals, messaging framework (value proposition hierarchy, proof points, tone guidelines), channel strategy mapped to audience segments, and success KPIs.

Reads: market-brief via the unit's ## References section.

Anti-patterns:

• Setting vague goals that can't be measured ("increase brand awareness")
• Building messaging that doesn't connect to audience pain points from research
• Selecting channels based on convention rather than audience behavior data
• Creating a strategy disconnected from budget or resource constraints
• Defining KPIs that don't ladder up to campaign goals