Brand

Flood your ears with this strategy podcast bonanza.

A special treat this week, with not just one but TWO new podcast strategy-fests for your listening pleasure. Take your pick of which you fancy.

The shocking truth about marketing and strategy

This is a dangerous essay. It’s dangerous for you, because if you only grasp it casually it will take you further away from the truth,

The big misunderstanding about “brand”

Whatever most people believe about a subject, you can be sure that the exact opposite is true. It’s crazy how often this principle turns out

How a team of accountants created the greatest brand of all time

Like anyone, when I read a non-fiction book I’m looking for lessons. Stuff I can use, and of course stuff I can bring to you

Going deep on strategy with the Hungry podcast

An exciting change of pace this week, where I’ll give you a break from the essays and point you instead to my recent appearance on

The Way is now The Hidden Path, and here’s why

First things first: Yes, it’s still me, Alex from Basic Arts And yes, this is still The Way, the strategy newsletter you subscribe to

Strategy is a mess – here’s how you tidy it up

One of the main reasons strategy is needlessly confusing, is because the word itself is used to describe multiple different “things”. Although when we use

The coming of the desperate brands

A note before we begin: the below describes a trend which I’m sure is true, but which would benefit from more research than I’ve had

Product is nothing: How to see things the way your customers do

People – especially founders – are fond of saying “product is everything”. Have a great product, and you’ll succeed. Have a poor product, and you’ll

If you want to do great marketing, never use this word

As long time readers will know, my views on business begin and end with one simple belief: Business is the practice of delivering value to

Taste: The secret ingredient

A client and I were recently analysing the surprising success of the canned water brand Liquid Death, now valued at over $700 million. In case you’re

The fatal flaw of trend-based brands

If you’re a founder, you probably got into the game partly through a desire for freedom. Being your own boss and all that good stuff.