Strategist tips

By acknowledging this indifference, it gave us a much better opportunity to make a connection by meeting our audience where they’re at. “We know you’re probably not thinking about oat milk right now. If we weren’t getting paid to do so, we wouldn’t be either...

Hot take:

Every brand has a single, true identity. There aren’t a multitude of solutions. There’s one answer—like a Russian doll, it’s already there, but hidden.

The work is uncovering it, not inventing it.

First, care about your audience more than you do about yourself. For us, that meant being entertaining took precedence over being informative.

I am tired of answering the same questions. Here is my ultimate marketing self-help guide. https://t.co/guv9pQLQVH It's free (literally a Google Document) https://t.co/lWUWLxIaxf

Unsexy businesses in sleepy industries usually have the most potential to show what's capable with branding.

Some of our best work this year came from projects that started with "wow, this sounds awful."

Landing page A/B tests take too long unless you have a lot of traffic, so it may be quicker to test messages in ad impressions, for example on Facebook or Instagram. Create several copies of a simple ad design, and run that same ad with different headlines, and see which one performs best with your audience

while consumers might buy a product once because of a trend, they’ll buy a product twenty times because of a feeling. Ultimately, it is that ability to evoke a feeling in customers that creates the highest impact and value.

Your home page shouldn't be a brochure but a manifesto. These days, users can easily try a product and spread it via (amplified) word of mouth. Sure, put a big picture of the product with a button to get it at the top of the home page, but then it's really the perfect place to supply the "why" behind it... See more