One of the concepts gaining traction in recent years is the Brand Purpose Flywheel. I quite like the flywheel as compared to the funnel. As opposed to the funnel that keeps the customer at the bottom, the flywheel keeps the customer in the center.
Here’s how it works:
🎯 Purpose: Define a clear, authentic brand purpose that resonates with consumers and aligns with societal or cultural needs. 🎯 Engagement: Actively engage with your audience by aligning your brand’s actions, products, and services to this purpose. This might include sustainable practices, social activism, or creating community impact. 🎯 Value Creation: Deliver on this purpose by offering real value—whether through innovative products, meaningful content, or experiences that resonate emotionally. 🎯 Amplification: Use consumer advocacy, brand ambassadors, and word-of-mouth to amplify your purpose-driven messaging. This builds brand equity and encourages organic growth. 🎯 Continuous Feedback: Listen to customer feedback, societal shifts, and market changes to refine and evolve your brand purpose, ensuring its relevance over time.
Unlike traditional linear models, this framework emphasises an ongoing cycle of engaging with purpose, delivering value, and reinforcing brand equity through authenticity and social good.
Here’s an interesting reading for freelance strategists busting the myth of “performance branding marketing” by Mark Ritson.
Photo Credits: Adobe
Key highlights are as below:
The debate around “long and short marketing” is highlighted, with Field and Binet’s work underscoring that separate approaches to brand-building (long) and short-term sales (short) yield better results.
Ads that try to do both long and short often fail because they try to be both emotional and rational, broad and targeted.
Long-term brand efforts inadvertently help short-term sales, but too much focus on short-term marketing damages long-term brand health.
The case of ANZ and Nike emphasizes the need for marketers to balance brand-building with short-term sales, particularly for those emerging from digital and performance marketing backgrounds.
Hope this has been an interesting reading for freelance strategists!
Here’s a guide for freelance strategist by top strategists in history and what made their strategic thinking unique.
Photo Credits: Adobe
Throughout history, there have been remarkable strategists who have shaped the world with their innovative and visionary approaches. From military generals to business leaders, these individuals changed the course of events through exceptional strategic thinking. As freelance strategists, there’s much to learn from these brilliant minds. In this article, we’ll explore some of the top strategists that ever existed, how their strategies differed, and what made their thought processes unique. Understanding these elements can help today’s strategists refine their own methods and become more effective in the modern age.
1. Sun Tzu: Master of Deception and Adaptation
Sun Tzu, the ancient Chinese general and author of The Art of War, is one of the most revered strategists in history. His focus on deception, adaptability, and psychological warfare distinguished his strategic approach. Sun Tzu believed that winning without fighting was the ultimate victory. His ability to think several steps ahead, understanding that flexibility and unpredictability were key to success, makes his strategy timeless.
What Freelance Strategists Can Learn: Adaptability and flexibility in campaigns are crucial. Understanding your market’s psychology and applying unconventional strategies can lead to competitive advantages.
2. Napoleon Bonaparte: The Power of Speed and Surprise
Napoleon Bonaparte is considered one of the greatest military strategists of all time. His strategy, known as the “Napoleonic Code,” emphasised rapid movements, surprise attacks, and concentration of forces at decisive points. He was a master at positioning his armies to exploit his enemy’s weaknesses, allowing him to defeat larger, better-equipped forces through tactical brilliance.
What Freelance Strategists Can Learn: Speed and precision in executing campaigns can often provide a strategic advantage. Knowing when and where to concentrate efforts—whether through content or marketing channels—can make a significant impact.
3. Carl von Clausewitz: The Balance of Chaos and Order
Carl von Clausewitz was a Prussian general and military theorist best known for his book On War. His strategic thinking revolved around the concept of friction in war, where chaos and unpredictability reign. He emphasised that strategy is not a science but an art, requiring creativity and flexibility. Clausewitz introduced the idea of “the fog of war,” which is the uncertainty that surrounds decision-making in complex situations.
What Freelance Strategists Can Learn: Not everything goes as planned. In business and marketing strategy, it’s essential to account for unpredictability and be prepared to adjust in real time. Creativity and a focus on broader objectives often help mitigate unforeseen challenges.
4. Niccolò Machiavelli: Pragmatism and Realpolitik
Niccolò Machiavelli, an Italian Renaissance political philosopher, is best known for his work The Prince. His strategy was centered around pragmatism and the idea of realpolitik—focusing on practical and immediate concerns rather than ideological principles. Machiavelli’s strategic thinking was ruthless but effective, advocating for adaptability, manipulation, and power consolidation to achieve goals.
What Freelance Strategists Can Learn: Pragmatism is vital in strategy. Freelancers should focus on real-world results and practical solutions rather than getting lost in theoretical ideas. Learning to adapt to the shifting dynamics of business and client needs is key.
5. Michael Porter: Competitive Advantage and Value Creation
Michael Porter, a modern strategist and Harvard professor, revolutionised business strategy with his models on competitive advantage, including the well-known “Five Forces Framework.” Porter’s strategies focus on creating long-term value by analysing competitors, understanding market forces, and finding ways to differentiate through cost leadership or product uniqueness. His strategic thinking revolves around sustainable competitive advantage.
What Freelance Strategists Can Learn: The importance of positioning your services to stand out in a crowded marketplace. Understanding market forces and how to differentiate yourself from competitors is key to achieving sustained success as a freelancer.
6. Peter Drucker: Management by Objectives and Customer Focus
Peter Drucker, known as the father of modern management, introduced the concept of “management by objectives” (MBO). His strategies emphasise the importance of defining clear goals, measuring performance, and maintaining a customer-centric approach. Drucker’s work focused on the human element in strategy, understanding that organisations should be built around customer needs and employee empowerment.
What Freelance Strategists Can Learn: Having clear, measurable objectives is essential to any successful campaign. Additionally, focusing on the client’s needs and delivering customer-centered solutions will help you create value and retain clients.
7. Steve Jobs: Innovation and Visionary Thinking
Steve Jobs, co-founder of Apple, is celebrated as one of the most innovative strategists in business. Jobs’ strategy was simple: focus on design and user experience while pushing the boundaries of technology. His visionary thinking allowed him to foresee market trends and create revolutionary products that customers didn’t know they needed. Jobs was also known for his obsession with simplicity and seamless user experiences.
What Freelance Strategists Can Learn: Innovate within your niche. Think beyond the immediate needs of your clients to what they may want in the future. Balancing creativity with practicality can lead to groundbreaking strategies and long-lasting client relationships.
8. Warren Buffett: Long-Term Thinking and Value Investment
Warren Buffett, often referred to as the “Oracle of Omaha,” is a master of long-term strategy in investment. His value-investing philosophy focuses on finding undervalued assets and holding them for long periods to realise maximum returns. Buffett’s strategic thinking centers around patience, risk management, and in-depth analysis of financial fundamentals.
What Freelance Strategists Can Learn: Patience is a virtue in both business and freelancing. Focusing on long-term relationships, building value over time, and thoroughly analysing opportunities before making decisions can lead to sustainable growth and success.
From Sun Tzu’s adaptability to Steve Jobs’ innovation, these top strategists have reshaped the way we think about strategy. Each strategist’s approach highlights unique elements, whether it’s speed, pragmatism, creativity, or long-term thinking. For freelance strategists, incorporating these diverse principles can refine your process and help you stand out in a competitive marketplace.
