Behind the Brand is ranked as the #36 fastest growing substack in the world & reaches over 42,00o people every month. Each week we break down the brand strategy behind the word’s most interesting brands, by talking to the people actually building them.
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BRAND STRATEGY &
CHALLENGER BRAND THINKING
BRAND STRATEGY & CHALLENGER BRAND INSIGHTS
Ideas, analysis and case studies exploring how ambitious brands build distinctive strategies, challenge category conventions and create unfair advantage.
WHAT IS BRAND STRATEGY?
From Thermos to Tribe: The Stanley Effect
Dad Shoe to Cultural Player: How New Balance Rebuilt Its Brand
JD Sports strategy broke Christmas
The Strategy Behind PerfectTed’s Meteoric Rise
CULTURAL ROT & REVERSAL
