To build a brand universe strategy, consider the brand’s desired cultural impact before all else and work inwards towards the desired audiences, core brand message, values, etc. Think carefully about how this message is expressed practically, and why people will care. 

Below, I’ve included some questions to ask yourself and a sample model for... See more

The 14 tips:

1. Research to prove or disprove hypotheses, vs trying to boil the ocean by seeing what’s out there.


2. If doing stakeholder interviews, at the end of the day discuss the key themes, write them down, order them and use this as your skeleton.


3. Don’t waste time transcribing. Use tools like Fireflies AI or Otter.AI. They get you 80% there.


4. Identify

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