microdosed strat
tid bits to do with brand, strategy, and advertising.
microdosed strat
Dogma - “a belief held definitively and without the possibility of reform or change” - and distance from the reality of the consumer - are held up by Huntington as the two biggest sins a strategist can commit. Amen.
Ideas We Love: Feral Strategy
What's the business problem? Who are we targeting? What are we offering? Why would they care? Nail these first.
How to write strategy at speed — Salmon Labs
I find that a useful technique to know if you have an insight is what you write after "because". And a good technique for knowing if you have a strategy is what comes after "by".
"We want people to switch to our service" is not an insight nor a strategy. "People aren't switching to our service because they think we're too basic for their needs, so w... See more
"We want people to switch to our service" is not an insight nor a strategy. "People aren't switching to our service because they think we're too basic for their needs, so w... See more
How to write strategy at speed — Salmon Labs
"There is freedom in constraints."
- Timothy Keller
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b
... See moreJack Trout • Positioning: The Battle for Your Mind
Words are the tools we use to bring our ideas to life. Great strategies are useless if we can’t express and sell them to creatives and clients with pithy, evocative words that crackle with energy. In our experience, the best planners always choose ‘the best words in the best order’.