People want examples and practical tips. Make it tangible. Make it easy to understand.
But the understanding of what “it” is is impoverished if “it” lacks clarity and rigor, if “it” emerges from vague presuppositions and assumptions. Premises linger underneath what we say unless we unearth and expose them. Those premises may be infected with error, bias, ideology, and illegitimacy. They may just be ugly when brought to light.
So, theory is a marketing fundamental.
What theories about value and communication underlie your strategy? Have you explored them? Can you articulate them explicitly? How do they affect the collateral you produce?