"Spend half an hour exploring #StrategyTwitter or #MarketingTwitter and you'll quickly discover huge swathes of talented folks arguing passionately about the correct way to market brands. On one end of the spectrum you'll find the staunch strategists quoting lines from Sharp's How Brands Grow (which is well worth a read), while on the other end you'll find people posting fairly nauseating Gary Vaynerchuk quotes in serif fonts about how the number one rule in marketing is 'love'."
"When I started my own brand strategy agency back in 2017, apart from wanting an excuse to spend every day working with brilliant creative minds, I also wanted to truly understand what it takes to turn a brand from completely unknown to a household name. Was there a set formula for doing so? Were the 4Ps still the best place to start? Could we identify common principles that would ensure rapid and predictable growth in both awareness and company value?"
Rapidly growing a new brand requires different rules and approaches than marketing an established brand. Brand building debates range widely from strict evidence-based strategies to emotionally driven advice. There is no single repeatable formula that guarantees household-name status, but specific levers can accelerate awareness and increase perceived business value. Capturing attention often demands creativity and bravery, as demonstrated by brands like Oatly, BrewDog, Innocent and newer examples such as the dating app Thursday. Exploring strategic choices, creative risk-taking, and targeted tactics better supports rapid and predictable growth than relying on one universal blueprint.
Read at The Drum
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