When I restructured my marketing 4 years ago, I asked myself the following questions:

1. Which platforms or channels do I enjoy, or could I potentially enjoy?


2. Which platforms or channels are evergreen, and do not require me to be ‘on’ all the time?


3. Which platforms and channels allow me to schedule content?


4. On which platforms and channels can I use my str

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Strategy isn't just how a brand shows up. It's how a brand makes sense of the world, and itself.

We've long treated strategy as a communications tool. A prelude to creative. A pretext for messaging.

But that's far too narrow.

Strategy isn't surface logic. It's deep code. It shapes what the brand believes, how it behaves, what it pays attention to, and

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