Topic
Every post on the Index about brand strategy.
Dahv argues that performance marketers who rely on familiar channels overlook the new media landscape. Wendy's hiring of a former McDonald's CMO for growth serves as an example of a brand breaking from the past rather than clinging to it.
Joel argues that traditional agency-led creative processes are becoming obsolete as AI ad factories produce ads at scale. He cites a retail brand that resisted automation and lost market share to faster competitors using automated production and targeting.
By Joel Breen
Dahv argues that storytelling is a strategy rather than a buzzword, and that brands stay relevant by using real-time data to adapt their narrative. Sticking with old tactics, Dahv warns, risks irrelevance.
Dahv argues that using a CEO as the brand's public face is a strategic pivot with real upside in storytelling. The risks are brand identity blurring into the leader's charisma and credibility depending on one reputation, so alignment has to be right.
Dahv argues that brand longevity comes from listening, letting real-time data shape narratives and taking creative risks. Strategy that only celebrates history falls behind; it must anticipate what consumers will expect next.
Dahv argues that brand strategy needs more courage, pointing to Apple's design risks and China's box office hits as examples. Combining real-time data with creative storytelling opens growth, while hesitation leaves brands behind.
Dahv argues that a jingle born on TikTok shows how unexpected pivots can drive brand growth. Brands should use platforms with viral potential and drop standard playbooks, while accepting that hesitation means missing fleeting moments.