Inspiration from War

Deep knowledge of the terrain will let a brand process information faster than their competitors, a tremendous advantage. This allows brands to get a feel of the consumers from the inside. Tactics will then tend to flow forth much more naturally.

page 53 of 33 Strategies of War
Marketing strategy is about creating a powerful internal dynamic in the brand's company or marketing team as much as it is about influencing the market. If the house is divided, then it can not hope to effectively influence consumers and the market at large. Proteus must act as the general. The client maybe the commander in chief, the person who gives the ultimate authority. But it is the general who understands the war of marketing. First and foremost the general must understand the structure of his own army. The general must not be too authoritarian nor too easy going. Make yourself look like a paragon of fairness, but never relinquish unity of command. This in itself is a work of art. To command an army is much like riding a horse. The rider and the horse relationship.
"Understand: the future belongs to groups that are fluid, fast, and nonlinear."

A fluid army is decentralized, operates in segmented groups, expands options for mobility.

Once you get the job you must act as the leader, and be responsible for creating the army's morale. Personal example is the best way to set the proper tone and build morale.