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

If it can’t be measured, it gets cut.

If it can be measured, it gets over-optimized to death because experimentation is verboten.

The result? Marketing that’s predictable, forgettable, and easy to ignore—and not actually that performant after all.