Beavertown's 'Never Normal' Strategy

• Will Poskett helped Beavertown create the 'Never Normal' creative platform, which expresses the brand's fearless self-expression.


• The strategy built around the founder Logan Plant's quote that brewing is a form of self-expression appealed to both audiences in testing.


• 'Never Normal' encourages consumers to be

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LinkedIn Strategy

• Start writing on LinkedIn to showcase your knowledge, especially if you have time.


• Consistency is key; post regularly, even if not daily, to compound your efforts.


• Be aware that initial inbound leads might be from smaller businesses if you're aiming for bigger brands.


• Recognize that larger brands are likely observing your content

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Beavertown's Brand Strategy

• Beavertown's positioning, "fuel, feel, or self-expression," originated from founder Logan Plant's quote about brewing being a form of self-expression, similar to being a musician.


• The brand strategy was built around the idea of self-expression.


• The consumer-facing articulation of the brand idea became "never normal."


• This

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Value of Strategy

• Will Poskett believes that strategy is a more valuable output than creative work, despite being a strategist, due to the increased complexity and competition in today's market.


• Building a brand is more difficult than ever because attention is in free fall and there is a lot of competition.


• Strategic thinking and mapping out growth

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Brand Strategy's Role

• A strong brand purpose helps build a defensible moat in a commoditized world, going beyond just creating 'cool' ads.


• Big agencies have undervalued strategy by giving it away for free, focusing on advertising outputs instead of competing with firms like McKinsey.


• Will Poskett believes that brand strategy should be implemented

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Action in Brand Strategy

• Action in brand strategy is not just advertising but how a brand guides the entire organization, acting as a North Star.


• Brands that successfully integrate their purpose throughout the organization, like Apple, achieve significant commercial success.


• A strong brand purpose is more crucial than ever in an era of AI and

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