When it comes to branding, marketing and communications, developing effective strategies is as much science as art. Many consultants emphasize the art, the touchy-feely. But it’s the science behind the cute stuff that has the teeth. They are both important. But without the science, there’s no accountability, no hard-based strategic science, no real basis for analysis and evaluation of the approach or the results. Without the science, there’s no way to duplicate the things that work well, no way to measure accurately, no way to identify exactly what didn’t work and how to fix it. …