The Smiling Strategist™ · Blog and guides
Strategy blog and guides
Opinion, news and practical guides on brand and creative strategy, consumer insight, pitching, leadership and building a career in strategy.
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Brand strategy vs creative strategy: what’s the difference?
Brand strategy is the compass; creative strategy is the sail. What each one does, how they work together and why brands need both to…
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Brand strategy for entering India: lessons for Australian brands
Thinking of taking your Australian brand to India? Lessons from years of brand strategy in Mumbai and Sydney on insight, positioning, pricing and building…
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Freelance, fractional or agency strategist: which one do you need?
Choosing between a freelance strategist, a fractional strategy director and an agency? Here is how each model works, what it suits and how to…
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What does a fractional strategy director do, and when should you hire one?
A fractional strategy director gives your agency or brand senior strategy leadership for a set number of days, without a full-time hire. Here is…
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Behavioural science for brand strategists: 3 ideas to use
Three behavioural science ideas every brand strategist should know: the Benjamin Franklin effect, the decoy effect and low-involvement processing, and how to use them.
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