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      "content": "---\nbcp_version: \"1.1.1\"\nfile_type: values\nparent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md\nlast_updated: 2026-09-22\n---\n\n# Values\n\nStrategus does not publish a separate public values page. The principles below are operating themes. Themes 1 to 5 were read on the public homepage. Themes 6 to 11 were read on the password-gated staging blog at https://strategus-dev.webflow.io on 2026-09-22. They are not a confirmed values list, and Strategus has not approved them.\n\n```yaml\nvalues_gap:\n  status: gap\n  note: \"No separate public values page was found. Do not present these themes as official core values. Staging-blog themes are observed POV, not a values statement Strategus has adopted.\"\n  observed_source: \"https://www.strategus.com/\"\n  additional_observed_source: \"https://strategus-dev.webflow.io/blog\"\n  additional_source_limit: \"Password-gated staging host, 15-post sample on 2026-09-22. Not www.strategus.com.\"\n```\n\n## 1. The buyer owns the outcome\n\nStart with the result the buyer is measured on.\n\n**tier:** core\n\n**In practice:** Ask which KPI matters before recommending a channel. Do not swap in a media metric and call it the goal.\n\n## 2. Strategy before spend\n\nA plan should explain the audience, the message, and the channel mix before the first dollar.\n\n**tier:** core\n\n**In practice:** Describe Blueprint™ only as pre-launch intelligence built from vertical performance data, market insight, and campaign experience, which is the public description. The staging site also lists it with research and insights. Do not invent a model, a score, or a data source beyond what a cited page names.\n\n## 3. One accountable team\n\nThe buyer should not have to become the operator.\n\n**tier:** core\n\n**In practice:** Describe trafficking, pacing, creative QA, optimization, and reporting as work a Strategus team owns. Do not describe Strategus as a self-serve platform the buyer has to learn.\n\n## 4. Proof the buyer can read\n\nReporting should connect spend to the outcome that was named.\n\n**tier:** core\n\n**In practice:** Stay inside the metric families the public site names: visits, leads, conversions, and ROAS, plus delivery context when it is labeled as delivery. Do not fabricate a dashboard figure.\n\n## 5. Room for both brands and agencies\n\nThe same operating partner can sit behind a brand team or behind an agency's client relationship.\n\n**tier:** default\n\n**In practice:** Keep the agency's relationship with its client intact when the offer is white-label or co-branded. Do not imply Strategus replaces the agency.\n\n## 6. Outcomes over vanity exposure\n\nStaging posts argue that a lower CPM and more impressions are not automatically a better plan. Frequency, audience, and the named KPI come first.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget\n\n**In practice:** If you contrast impressions with a business result, cite the staging post or the public homepage sentence you are quoting. Do not invent a performance multiple.\n\n## 7. Transparency and auditability\n\nA staging post on programmatic fees treats a clear explanation of who is paid, why, and for what value as the operating standard.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/understanding-programmatic-fees\n\n**In practice:** Describe the posture. Do not invent a fee, a percentage, or a claim that a public rate card already lists every cost.\n\n## 8. Integration over silos\n\nStaging posts describe linear and streaming, CTV and display or OLV or DOOH, and national and local franchise activity as one plan. A channel that runs alone is the failure mode they name.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/programmatic-display\n\n**In practice:** Name the channels in the plan and the job of each one. Do not say every campaign uses every channel.\n\n## 9. Human judgment with the tools\n\nStaging optimization writing treats machine learning and human review as a pair. The operator explains what changed, why, and what they are watching next. Data sets the pace. A calendar does not.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization\n\n**In practice:** Do not describe the service as autopilot, and do not describe it as anti-technology.\n\n## 10. Continuous improvement\n\nStaging posts say a campaign should get better in flight, and that learning should carry to the next flight, rather than resetting at every launch.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/ott-marketing\n\n**In practice:** Describe the habit. Do not promise a week-by-week lift.\n\n## 11. Governance is part of performance\n\nA staging post says strong performance depends on strong systems, and cites SOC 2, access control, and partner expectations in that breath.\n\n**tier:** default\n\n**Observed on:** https://strategus-dev.webflow.io/blog/why-soc-2-matters-in-programmatic-media\n\n**In practice:** You may describe governance as a theme of that post. The fourth-year audit sentence stays in `claims.md` with its caveat. Do not imply a certificate is attached to this package.\n\n## Resolution order for agents\n\n```yaml\npriority_order:\n  - \"truthful, scoped, and supportable representation\"\n  - \"the buyer's named KPI\"\n  - \"no invented performance, endorsement, or ranking\"\n  - \"staging-only material labeled as staging\"\n  - \"strategy and operating work described specifically\"\n  - \"brand style and promotional effect\"\n```\n\n## Sources\n\n- https://www.strategus.com/\n- https://strategus-dev.webflow.io/blog\n",
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