A Brand Strategy is often dismissed as ‘fluff’ because it’s poorly defined, inconsistently applied, and confused with tactics, communications, advertising, or visual identity.

In Part 2 of this series, we move beyond the theory of brand as a function of memory and why buyers buy to define specific strategic outputs, explain how they’re informed, and model scenarios in which they’re used. This episode presents a unifying idea of brand strategy that holds up for marketers and remains accessible to non-marketers.

This episode covers:

• How brand strategy operates as a set of outputs that shape decisions across an organisation
• Scenario modelling across two distinct operating environments: a B2B accounting firm and a high-urgency B2C retailer
• How an effective brand strategy aligns incentives, operating models, and capability, not just communications and advertising outputs
• Why most competitive advantage comes from structure, not messaging or creativity
• A practical test to determine whether something is strategic or tactical
• The core outputs of brand strategy, how they’re informed, and how they’re used
• The role of memory, association, and expectation in reinforcing or violating brand strategy

Brand Strategist Jack Ferguson hosts this episode.

Helpful Links:

Where to find Jack:

- Find Jack on LinkedIn

- Find Jack at his Website

Where to find The Push:

- Follow The Push on LinkedIn

- Subscribe to The Push on YouTube Music

- Follow The Push on TikTok

- Follow The Push on Instagram

- Visit The Push Website

Resources Mentioned:

- RSPCA Commercial

- Budweiser + Jay Z Commercial

- 2013 Budweiser Super Bowl Ad