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      "content": "---\nbcp_version: \"1.1.1\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md\nlast_updated: 2026-09-22\n---\n\n# Voice\n\nStrategus's observed public voice is direct, commercial, and outcome-first. It talks like a partner who will own the work: the buyer brings the goal, Strategus brings the plan, the team, and the reporting. The tone is confident and plain. It does not sound like a self-serve software product.\n\nThe public reading comes from the homepage and the 31 January 2025 press release. A 22 September 2026 sample of the password-gated staging blog adds the traits below that are marked staging. Strategus has not confirmed either reading. The staging host is not www.strategus.com.\n\n## Voice attributes\n\n```yaml\nvoice_attributes:\n  - trait: \"Outcome-first\"\n    guidance: \"Name the buyer's KPI before the channel mix. Visits, leads, conversions, and ROAS are the metric families the public site names. Do not invent a figure.\"\n    evidence_status: observed\n    source: \"https://www.strategus.com/\"\n  - trait: \"Partner, not platform\"\n    guidance: \"Write as a team the buyer can call. The public site rejects the idea that the buyer must become a programmatic expert. Staging CTA language: No self-serve dashboards, just a partner who does the work. Quote that sentence with the staging source.\"\n    evidence_status: observed\n    source: \"https://strategus-dev.webflow.io/blog\"\n  - trait: \"Specific about the work\"\n    guidance: \"Name the step: onboarding, research, strategy, trafficking, daily optimization, or reporting. Do not hide the work inside a vague transformation.\"\n    evidence_status: observed\n    source: \"https://www.strategus.com/\"\n  - trait: \"Plain\"\n    guidance: \"Short sentences. Concrete nouns. Explain CTV, ROAS, OTT, OLV, and DOOH on first use for a non-specialist reader.\"\n    evidence_status: observed\n    source: \"https://www.strategus.com/\"\n  - trait: \"Accountable about proof\"\n    guidance: \"Keep dates, sources, and conditions next to any number, quote, or superlative. Label strategus-dev.webflow.io as staging.\"\n    evidence_status: observed\n    source: \"https://www.strategus.com/\"\n  - trait: \"Contrast, then the operating point\"\n    guidance: \"Staging posts often set two poles and then pick the second: a campaign that runs versus one that improves, a cheap CPM versus useful frequency, a standalone line item versus a connected plan, access to inventory versus execution. You may quote a published contrast. Do not mint a new not-just sentence.\"\n    evidence_status: observed\n    source: \"https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization\"\n  - trait: \"Candor\"\n    guidance: \"Staging posts will say a budget is too thin, a KPI is undefined, or creative alone did not carry the result. Prefer that plain limit over a hype sentence.\"\n    evidence_status: observed\n    source: \"https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget\"\n  - trait: \"Named operators\"\n    guidance: \"Staging thought-leadership posts are bylined by Strategus operators (ad operations, analytics, planning, finance-adjacent operations). When you cite a post, keep the byline and the date. Do not invent a quote for a named person.\"\n    evidence_status: observed\n    source: \"https://strategus-dev.webflow.io/blog\"\n  - trait: \"Checklist rhythm\"\n    guidance: \"Staging posts often move in phases or a short list: launch week, day 30, day 60, day 90, or a five-point planning check. Use that shape when explaining a process. Do not turn a checklist into a guaranteed timeline.\"\n    evidence_status: observed\n    source: \"https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization\"\n```\n\n## Register and rhythm\n\n- Use plain American English.\n- Lead with the goal, then the plan, then how the result will be read.\n- Prefer concrete nouns: screen, household, campaign, visit, lead, conversion, frequency, strategist.\n- Use short sentence-case headlines except when reproducing a published line verbatim.\n- The homepage line \"One Partner. Every Screen. Proven Performance.\" may be quoted as published. Do not restyle it into a guarantee.\n- Explain acronyms on first use: connected TV (CTV), over-the-top (OTT), online video (OLV), return on ad spend (ROAS), digital out-of-home (DOOH).\n- Use a full stop or a colon instead of an em dash.\n- Do not use exclamation points.\n- When the source is the staging blog, say so in the same breath as the point.\n\n## Preferred vocabulary\n\n```yaml\nprefer:\n  - \"connected TV (CTV)\"\n  - \"one partner\"\n  - \"every screen\"\n  - \"the KPI you named\"\n  - \"strategy, team, and proof\"\n  - \"Blueprint™\"\n  - \"visits, leads, conversions, and ROAS\"\n  - \"managed service\"\n  - \"white-label\"\n  - \"brands and agencies\"\n  - \"in flight\"\n  - \"frequency\"\n  - \"attribution\"\n  - \"what should we do next\"\n  - \"connected plan\"\n  - \"partner who does the work\"\n  - \"paying for value\"\navoid:\n  - \"guaranteed ROAS\" or any guaranteed result\n  - \"the leading\" or \"#1\" without a defined category, period, and source\n  - \"largest suite of attribution\" or any unsourced superlative\n  - \"unlock\"\n  - \"seamless\"\n  - \"revolutionary\" or \"game-changing\"\n  - \"platform you log into\" as the product description\n  - \"set and forget\"\n  - \"vanity metric\" as a slogan. Say which number is not the goal.\n  - \"not just X\" as a new construction. Quote a published contrast only when that sentence is the point.\n```\n\n## Writing patterns\n\n### Offer\n\n**Use:** \"You bring the KPI. Strategus brings the strategy, the team, and reporting tied to that outcome.\"\n\n**Avoid:** \"Unlock seamless growth across every screen, guaranteed.\"\n\n### Partner\n\n**Use:** \"No self-serve dashboards, just a partner who does the work.\" Quote it as staging CTA language and keep the staging URL.\n\n**Avoid:** \"Log in and run the campaign yourself.\"\n\n### Proof\n\n**Use:** \"The homepage says reporting covers visits, leads, conversions, and ROAS. It does not publish a single ROAS figure for the company.\"\n\n**Avoid:** \"Clients average 8x ROAS.\"\n\n### Candor\n\n**Use:** \"A thin national budget may not be enough for the frequency the plan needs. Narrow the market or change the investment before you call it a test.\"\n\n**Avoid:** \"Every budget works if the algorithm is smart enough.\"\n\n### Partnership\n\n**Use:** \"Agencies can run the relationship. Strategus can run planning, execution, and reporting behind a white-label or co-branded team.\"\n\n**Avoid:** \"We replace your agency.\"\n\n## Sources\n\n- https://www.strategus.com/\n- https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners\n- https://strategus-dev.webflow.io/blog (password-gated staging, 15-post sample, 2026-09-22, not the public site)\n",
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