Positioning & Differentiation
Defining a clear category, target segment, point of difference, offer, and narrative that makes a brand memorable rather than generic.
40%
Best tweets about Brand Strategy
50 Best Tweets About Brand Strategy (2026)
Discover the best tweets about brand strategy, covering positioning, differentiation, messaging, identity, category design, research, and brand growth.
Brand positioning, differentiation, audience research, messaging, category design, identity, measurement, and concrete business examples.
- Creators
- 42
- Updated
Original Xholic analysis
What 50 top Brand Strategy posts reveal
Across the supplied Brand Strategy tweets, positioning and differentiation are the largest theme (20 of 50 tweets, 40%), followed by brand growth and go-to-market (15 tweets, 30%) and messaging, voice, and authority (14 tweets, 28%). Tutorials account for 60% of the format mix. The posts commonly advocate specific positioning, research-informed messaging, and practical identity systems, while differing on the sequencing of proof, positioning, and growth planning. (2055167866828173467, 2080658047848878385, 2062352329408671748)
- Dominant tone
- Neutral
- Median score
- 7.86
- Leading format
- Tutorial
- Recent posts
- 38%
36% of posts
All-time engagement
60% of posts
Published in 90 days
Conversation map
The themes creators return to
Brand Growth & Go-to-Market},{
Using brand strategy to support growth: offers, GTM, acquisition, retention, launches, cross-functional planning, and measurable business outcomes.
30%
Messaging, Voice & Authority
Messaging systems, brand voice, narrative consistency, proof, and content designed to establish authority and move audiences through a funnel.
28%
Identity Systems & Design
Identity as an integrated, functional system: visual direction, color, typography, design decisions, guidelines, and scalable implementation.
22%
Audience & Market Insight
Audience research, customer pains, awareness stages, personas, and market gaps used to shape strategy and persuasive creative.
12%
Brand Experience & Cultural Signals
Brand building through community, creators, retail experiences, cultural signals, trust, and premium or aspirational perception.
12%
Category Strategy & Repositioning
Category creation and repositioning, including competitive category codes, vertical focus, market evolution, and category-based discoverability.
12%
Creative Strategy & Campaigns
Creative strategy for advertising and campaigns, including concepts, emotional persuasion, testing hierarchies, channels, and funnel alignment.
12%
Tone and stance
Sentiment Neutral leads
Author posture Supportive leads
Performance benchmark
- Median likes
- 27
- Median reposts
- 1
- Median replies
- 4
- Median views
- 1.5K
Posts with media make up 36% of this collection. Their median all-time score is 19.8, compared with 6.98 for text-only posts.
Format mix
- Tutorial 60% · score 12.2
- Case Study 18% · score 4.96
- Opinion 12% · score 4.38
- Announcement 10% · score 26.1
Consensus and debate
Where creators agree, and where they do not
Shared view
Clarity over generic positioning
Several posts argue for a specific audience, problem, and narrative rather than broad, everyone-focused positioning. A SaaS founder describes broad positioning as contributing to competitive losses that occur before prospects evaluate the product.
Shared view
Identity as an applied system
These posts describe identity as a practical system rather than a logo, font, or palette: guidelines should support real applications, colour choices should be made for their context, and changes to one element can affect the wider system.
Shared view
Creative strategy connects research, messaging, and testing
Creative-strategy posts emphasize research, a defined audience and message, structured testing, and fit with the funnel. They contrast this with attractive but unpersuasive ads and copying formats without their underlying context.
Open debate
Brand as a moat in commodity categories
One post argues that brand is the primary moat where product differentiation is limited. Another questions the durability of broad cultural heat in personalized media, while arguing that brand can still matter in smaller communities.
Open debate
Positioning before proof, or proof before positioning?
One post advises building results, case studies, and testimonials before building a brand. Others argue that early, focused positioning helps avoid generic messaging and can improve consideration among a chosen segment.
Open debate
Brand’s role in growth planning
A launch-process post places product and finance first, followed by growth with brand input, then brand execution across touchpoints. Another post treats brand, positioning, and GTM capability as skills creators and marketers should develop.
What performs
Patterns behind standout posts
Score outliers cover multiple strategic angles
The five supplied score outliers cover Reddit-based research, brand-system guidance, creator positioning, niche-brand media concepts, and a creative-strategy process. Their supplied all-time scores range from 90.08 to 201.9.
Tutorials lead the format mix
Tutorials are the largest supplied format group: 30 of 50 tweets (60%), with a supplied median all-time score of 12.23. The cited examples provide operational guidance and frameworks.
Cases and announcements add business context
The supplied mix also includes nine case studies (18%) and five announcements (10%). Cited posts use client work, a launch, and a named consumer-brand example to add business context.
Statistical standouts
- View standout post 1 Score 201.9 · 25.69× median
- View standout post 2 Score 201.0 · 25.57× median
- View standout post 3 Score 156.3 · 19.89× median
- View standout post 4 Score 109.1 · 13.88× median
- View standout post 5 Score 90.1 · 11.46× median
Creator landscape
Who shapes this conversation
The five most represented creators account for 20% of the selected posts.
-
1. charlota
@0xCharlota
2 posts
-
2. Alexa | Startup founder
@alexabelonix
2 posts
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3. Emmett
@emmettshine
2 posts
-
4. Alex
@heyitsalexP
2 posts
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5. Neil Patel
@neilpatel
2 posts
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6. Sarah 🦕
@SarahLevinger
2 posts
Research informs messaging
Posts recommend examining customer and competitor language, frustrations, personas, awareness stages, and market gaps before relying on creative imitation. The Reddit post presents the platform as a source of customer discussion; the other posts offer prompts and cautions for research-led positioning.
Examples link positioning to experience
Concrete examples make positioning visible in execution: Conception is described as pairing technical science with warmth; Salt & Stone is presented as fragrance-led; and an Apple-store post frames owned retail as a way to control the brand experience.
Voice and point of view support authority
Creator-brand advice focuses on developing a point of view and recognizable voice, then using content across growth, nurturing, and conversion stages. It cautions against identity-free output and trend-chasing.
How this analysis was made
Themes, sentiment, stance, and post format are classified per tweet. All counts, shares, medians, creator concentration, freshness, and performance comparisons are then calculated directly from the published snapshot.
Xholic's all-time score compares engagement while accounting for reach, post age, and creator consistency. It is used for relative comparisons within this collection.
This report analyzes the exact 50-post snapshot shown below. AI identifies editorial categories and drafts explanations; all statistics are calculated from the snapshot, and every narrative claim is checked against cited posts before publication.
Best Brand Strategy tweets
Top Brand Strategy tweets from 42 creators
Ranked 01–50
- 01
- 02
@alex_barashkov ·
Sometimes, during calls with leads, I’m asked whether we do branding. Yes, we do - and we’ve done it for every project in our portfolio, without exception. Even companies that thought they already had branding often did not. Branding is not just a font and a color palette chosen at random five years ago by a freelance designer. It is a system: a collection of rules, approaches, techniques, and effects that work together. It is also a decision-making framework that explains why something should or should not be done. Your brand guidelines should answer practical questions. How should your UI look on the web? What should your presentations, diagrams, and blog covers look like? Can you use 3D elements or line illustrations? Which combinations of effects are appropriate? If your brand book does not answer these questions, I have bad news: you probably just have a random set of colors, a font, and a logo. They may work well enough for the few visuals your designer created, but they do not form a complete brand system.
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- 03
@kunalvg ·
My advice to crypto content creators: get a real job. Longer version: *Do check the paid partnership point in the middle. > Learn marketing. Not crypto marketing. Marketing. Brand, positioning, audience psychology. > Learn GTM. If a project comes to you, can you help them go to market? That is a completely different and far more valuable skill than creating content. > Learn distribution. Organic growth, community building, and content flywheels. Not follower hacks. > Develop a point of view. Not just commentary. Or just memes. An actual perspective on where things are going. > Create with AI, not just from AI. Your voice and angle are still your edge. > Do not make bounties your whole personality. It signals you are for hire, not for keeps. > Paid posts are a double-edged sword. Every sponsored tweet tells your audience something about you. If I were a brand, I would not spend a penny on most of these partnerships. Brand deals should not be your income strategy. Do them only when they make complete sense. > Avoid unnecessary controversies. It feels like engagement. It is reputation debt. > Stop chasing narratives. Every hop dilutes your positioning. The best crypto creators this year will be full-stack marketers who happen to work in crypto.
- 04
@javier_otieno1 ·
Why Niche Brands Should Understand Media Concepts 1. Media decides what people notice — highlight your unique strengths repeatedly so customers pay attention. 2. Media presents stories from specific angles — explain products in ways that match what your audience values most. 3. Regular content slowly shapes how people see the world — share honest stories consistently so your brand feels natural in customers’ lives. 4. Loud opinions make others stay quiet — build safe communities where fans feel comfortable speaking up and supporting you. 5. Old “injection” idea doesn’t work — use gentle, tailored messages instead of pushy ads for better results. Have smarter content, stronger loyalty, and stand out online without big budgets.
- 05
@SarahLevinger ·
📍Here’s how I view the creative strategy process: Creative strategy has 4 structural parts: research, ideation, concept development, and production (obviously metric tracking, hit rates and feedback loops follow this, but I’ll focus on just the pre-launch phases for this thread). Each phase breaks into 3 tasks: - RESEARCH - when, why, who - IDEATION - what, which, how - CONCEPT DEV - how, which, what - PRODUCTION - who, how, when 1️⃣ Research can pretty much be summed up with: when do people feel this problem in their life? Why are they experiencing this pain (what emotions are coming up?) Who are they, or who do they want to be? 2️⃣ Ideation comes down to: what kind of ad do we want to make? Which story are we going to tell? How do we want to target this person (T-E-E-P)? 3️⃣ Concept development is next: How do we want to tell this story? Which format works best? What platform are we designing for? 4️⃣ Production is last: who do we need to help design this? How long will this take to produce? When will we know we’ve hit the mark (which metrics should we track for this ad)? (This is a super simplified version of what I look at each week, but if you can nail these 4 phases and 3 tasks, you’ll have built about 80% of what you need to build a good strategy.) And don’t feel bad if you haven’t gotten to this post yet. This complex system is the reason why creative strategy is one of the most demanding jobs in the industry.😅 👋 (100% written by a human.)
- 06
@wizofecom ·
If I had to build a powerful personal brand, this is what I'd post for the next 90 days: GROWTH (TOP OF FUNNEL): • Value tweets • Mind map breakdowns • Lifestyle posts • Authority-based long forms • Drawn images • Transformational stories These pull new people into your world. NURTURING (MIDDLE OF FUNNEL): • Business takes & hot takes • Technical long forms • Visual image breakdowns • Series-based content • Video series breakdowns • Promotional hard sells This is where authority starts to stack. CONVERSION (BOTTOM OF FUNNEL): • Midas posts • Game day funnels This is where your personal brand starts making money. ADVANCED: • Raw rants • Story-based long forms • Miro strategy breakdowns • Auto DMs These deepen authority and scale reach. You don't need all 18 but understanding each one gives you the full stack to grow, nurture, and convert with your personal brand.
- 07
@emmettshine ·
How do you tell a story about cutting-edge science that feels like it's about love and family? We hired my mom, a professional painter, to create original watercolors. Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth. My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the @littleplainsxo team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales. As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity. Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡
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- 08
@0xmelissa19 ·
One thing that separates strong Web3 marketers from average ones: They understand positioning. Not just posting. Not just graphics. Positioning. Because the truth is: A lot of projects are saying similar things. “Fast.” “Scalable.” “Community-driven.” “AI-powered.” “Next generation.” After a while, everything starts sounding the same. That’s why positioning matters. Good positioning answers: Why should people remember YOU specifically? And honestly, I learned this late. In the beginning, I thought marketing was mostly about visibility. Now I understand: Visibility without identity creates weak communities. The projects that grow strongest usually own a clear narrative. People instantly know: • What they stand for • Who they’re for • Why they exist • What makes them different And this applies to personal brands too. If your page looks like everyone else, people forget you fast. One thing I started doing differently was asking: “What do I want people to associate with my name immediately?” That question changes how you post. Another lesson: Great marketing is not about trying to attract everybody. The best brands usually become powerful because they speak deeply to a specific type of person first. Clarity attracts stronger communities than randomness. And honestly, one of the biggest marketing mistakes I see in Web3 is chasing trends without direction. Every week: New narrative. New personality. New strategy. No consistency. No identity. No long-term trust. Now I think differently. Good marketing should create: Recognition. Trust. Retention. And eventually advocacy. That’s when community members stop being followers and start becoming believers. If I were starting again, I’d focus earlier on: • Positioning • Narrative consistency • Audience psychology • Long-term trust building Because attention might bring people in. But identity is what makes them stay. What’s one Web3 project with strong positioning in your opinion? 👇
- 09
A former pro snowboarder built a deodorant brand around fragrance and just sold it for $500M+. Not function. Not clean ingredients. Fragrance. Last week on the podcast, Sam Kaplan of Five Seasons Ventures said if you have a nuanced take on fragrance, he wants to hear from you. His thesis: take the boom in niche fragrance and apply it to adjacent categories. Touchland in hand sanitizer. Sol de Janeiro in body care. Tallow & Ash in laundry. Purdy & Figgg in surface cleaners. This week, Advent paid $500M+ for Salt & Stone. Sam called it. $165M revenue in 2025. DTC at 40%. 1,700+ locations across 40 countries. One deodorant every five seconds. One institutional round, Humble Growth, August 2024. Eighteen months later, out at $500M+. The fragrance isn't a feature. It's the identity. Body care as a fragrance delivery system. Fragrance-led isn't a brand strategy anymore. It's an acquisition thesis.
- 10
@0xCharlota ·
in visual identity design, revision requests like "can we try a different blue?" "can we swap the font?" sound simple. they are not. brand identities are a balancing act between opposing forces — structure and fluidity, weight and grace, warmth and edge. shift one, everything shifts. it's like cooking: the client wants less salt. but salt was lifting all the other flavors! pull it back and now the dish tastes flat, so you reach for acid. now it's bright but thin. so you add fat for body. now it's rich but heavy. you're three moves deep from one "simple" change. that's brand revision - one ingredient moves, the whole recipe reopens. never a "this is just 5min edit!"
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@LukeADesign ·
We presented over 10 brand directions to YC/SF clients in the last 6 months. This is how we do it: 1. Reaffirm the brief. Start by feeding back what you pulled from their form. It shows you listened and grounds everyone before anything new is introduced. 2. Competitors. Show where the industry is. 3. Their existing brand. Acknowledge what they have. What's working, what isn't. 4. Show the moodboards. Show what you've built from their questionnaire and kick off call answers. 5. Direction. Colour, type, mood. Before they see a single logo, they already know where it's coming from. 6. The concepts. Explain everything. On the face of it, they might look simple. But there's meaning behind every decision. 7. Mockups. The cherry on top. Show it in the real world. That's when they fall in love with it. Then send them the deck and let them to sleep on it.
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- 13
@emmettshine ·
I’ve spent a lot of the past decade+ workingin DTC and eCom, and have seen the need for a shift toward an agentic-first model up close. Excited to help launch Catalog, a team building the infrastructure layer that helps merchants’ products become intelligible, rankable, and discoverable by AI. @littleplainsxo was responsible for brand strategy, identity, and launch website, built in a hybrid generative + human sprint. Big congrats Hamish & Dylan on the $3M raise. 🌿 Team Credits: Caroline Bel-Kher - Lead Creative Product Manager Setareh Rock - Project Manager Madeline Macartney - Strategist Rani Vestal - Brand Design Sanghee Han - UI/UX Design Gordon Cains - UI/UX Design Sky Seo - AI Art Director Fabrizzio Zampieri - Developer Nicole Fernandez - Copy Director Phillip McClure - Graphic Design Ânia Gomes - Motion Design Emmett Shine - Creative Director Alex Leiphart - Digital Creative Director Michelle Riis - Account Manager Allie Epstein - Marketing Operations Laura Romero - Operations — Hamish Gunasekara - CEO Dylan Farrell - CTO
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- 14
@IAmAaronWill ·
The Authority Playbook on X: niche → sub niche → audience → problems → AI for ideas → one big idea → memetics → value through narrative → your audience does the marketing for you
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- 15
@0xCharlota ·
Red is passion. Blue is trust. Green is growth. Cool. Now what? Before you pick a brand colour, ask what it needs to do. 🎨Here are 10 non-obvious questions I'm now asking myself before touching a palette: (in an interactive colour swatch component made with @framer) 1. Does colour need to differentiate categories, or is this a single-product brand? Multiple product lines, tiers, or services turn colour into a wayfinding system. That changes how many hues you need and how they relate to each other. 2. Where does this brand actually live — digital, print, interior, hardware? Colours that sing on screen often die in CMYK, on a wall, or on injection-moulded plastic. Design for where the brand is going, not just where it launches. 3. What does the brand smell like? Sounds absurd, but trust me, try it anyway. Earthy, synthetic, clean, medicinal, smoky…. this can already inspire a colour palette! 4. Will colour carry meaning (data states, navigation, hierarchy) or just mood? A brand colour that also doubles as your error red is a problem waiting to happen. 5. Is the UI data-dense or spacious? how much room does colour actually have to breathe? A marketing site can carry saturated colour. A dashboard can’t… it creates visual fatigue and fights the content. In dense UIs, brand colour needs to work at accent weight, not on every surface. 6. Will there be a lot of photography or illustration? If yes, the main palette can be minimal, even a single colour plus neutrals. The imagery does the expressive heavy lifting. A complex palette on top of rich visuals creates more noise. 7. What colours dominate the competitive landscape? And do we want to fit in or stand out? Every category has default codes. Fintech = blue. Health = green. Legal = navy. Differentiation requires knowing what you're differentiating from. (sometimes fitting in is the right call.) 8.Does the product need dark mode? Some palettes that work beautifully in light fail completely inverted. In crypto, SaaS, and developer tools, dark is often the default. Test both directions before falling in love with a palette. 9. How long does this identity need to hold — two years, five, ten? Trend-forward palettes date faster than they feel. (hello brat green!) 10. Does this colour fit into the visual world your audience already lives in? or put it bluntly, is this a colour someone would pay for on a hoodie, or only accept for free? does this colour feel at home in the environment where the product is actually used? and does it hold up next to the other tools / objects your user has chosen to surround themselves with? Colour psychology is the astrology of brand design. The real question isn't what a colour means in the abstract. it's what it needs to do in this specific brand, in this specific context, at this specific scale. good luck choosing! 🎨
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- 16
@gaetano_nyc ·
Nearly all of the SEO/GEO problems I am working on today are category misalignment and mismatch problems... not ticky-tacky "optimization" tricks or GEO hacks. Here is the problem: B2B SaaS brand that's been around for 10+ years has a digital footprint in a "legacy" category that's now unsexy... but it's still their breadwinner. And now there's a new thing they need to become known for: Customer Service CRM ➡️ Intelligent CX Platform Low Code Platform ➡️ Agentic Systems Platform CMMS ➡️ Intelligent Maintenance Platform LMS ➡️ Skills Intelligence Platform Product Analytics ➡️ Product Intelligence Platform Intranet Portal ➡️ Employee Experience Platform etc... I've seen companies setup Profound with a massive list of LLM prompt tracking. The dashboards show zero visibility and they wonder why. The problem is that AI retrieval often follows entity neighborhoods. So when SaaS brands evolve into new positioning, they need a FULL BLOWN category attack plan with 50% of the effort allocated to on-site content (product pages, feature pages, brand comparisons, why we're different, etc). and the other 50% allocated to offsite: analyst relations, guest posts, review site optimization, YouTube, inclusion on Forrester / Gartner reports for the new category, etc. Instead, they launch one new product page with a press release and expect magic to happen. It just doesn't work. It's not enough. ChatGPT sub-queries are heavily branded and category dependent. You can reverse engineer any bottom of funnel category prompt and see for yourself. Inspect element, navigate to the network tab and check the sub-queries and safe URLs. No amount of tactical work can get your brand included in this consideration set. This is at least 80% of the work I am doing today. It is all deeply strategic work and almost zero tactical work. What you see going viral on LinkedIn is not even close to what's really happening behind the scenes at big companies.
- 17
@a_idume ·
The high level of subjectivity involved in brand design is why it’s a difficult industry to work in. Your job as a brand design professional aside from the technical know-how (skill) then becomes building frameworks to keep both you and the client from making decisions based on preference alone, and focus more on what actually serves the brand.
- 18
@LoganTGott ·
The psychology behind signing 6 figures from LinkedIn: • Multiple posts on your profile that prove your authority • Profile set up as a funnel that looks professional and ties back to your brand • Messaging that feels relevant to the person, pushes toward a call, and never comes off desperate All 3 have to work together.
- 19
@nicktheriot_ ·
6 questions I ask before positioning any brand in a crowded market: 1. What does everyone in this market accept as normal but secretly hate? 2. What has the customer been trained to tolerate because they think there's no alternative? 3. What's the quiet frustration that hits them every single time? 4. What would make the current solution feel irresponsible or outdated? 5. What new standard could we set that competitors would have to admit they were wrong to match? 6. What's the villain we can point to that everyone already low-key hates? Bookmark this.
- 20
@Ishansharma7390 ·
Apple's 2nd Mumbai store is here! But why is Apple doing this? I was just at the media preview of Apple's Borivali store. This is the 6th Apple store in India. They opened 3 stores in 2025 and 2 stores in 2024. But why is Apple opening it's own stores when there are already so many 3rd party resellers available in India? Here's what I think: 1. Total brand control Apple gets full control on how it's products are displayed and communicated with Apple-trained staff helping customers, something which was often missing in stores like Imagine or Croma. 2. Better Customer Experience Official Apple stores offer things like Hands-on demos of all Apple products and services, Genius bar for support, repairs, and the Today at Apple workshops teaching users how to better use Apple's products and services. This helps deepen customer loyalty. 3. Brand Positioning Apple stores aren't just shops, they're brand showcase and status symbols that help with building an aspirational appeal in the minds of Indian consumers. This is crucial at a time where Apple is quickly moving up in the premium phone segment in India(25.6% YoY growth in Q3 2025). I still remember the first time I visited an Apple store in Bangkok in 2022 and it being an absolutely magical experience. The architecture, the use of natural lighting, greenery, the warm staff, everything was perfect and unlike any tech store I've been to. While third party sellers helps Apple reach many customers, but Apple's own stores gives the company direct control over the shopping experience and build brand prestige. Have you visited an Apple store?
- 21
@wizofecom ·
Bad personal brands: - Post revenue screenshots every other day like it's a personality trait - Rent a Lamborghini for a photoshoot to share "motivation" - Only post hot takes to piss people off - Post platitudes Good personal brands: - Lead with a story so people have a reason to care - Share meaningful wins AND strategic losses - Post boring, niche specific content the ICP needs - Take positions backed by experience - Create content targeted for 1,000 decision makers
- 22
@maxwellfinn ·
Most ads I see are “on brand” and look great, but suck at persuading people to buy. They look like they were made by a team of designers vs. a team of direct response marketers who understand how their customers brain actually works. Here’s a few of the things I look to include in every ad I make: 1. A specific person in a specific situation, not "anyone who buys this category.” 2. The actual emotion the product solves for, not the feature that solves it. 3. A powerful and objective reason to believe that isn't just you saying you're the best. 4. One idea, not five (if you're cramming 5 benefits in you have 5 weak ads pretending to be one). 5. Copy that sounds like a person texting a friend, not a brand talking at a customer. 6. A next step so obvious the viewer doesn't have to think about what to do next (they’ve already come to the decision themselves before you tell them). The main takeaway here is that a lot of brands obsess over what their ad looks like when they should obsess over what it actually says and whether it gives someone a real reason to act. What would you add to the list?
- 23
@williamkast_ ·
If your creative strategist isn't doing these things, they're just an editor picking trending formats. Random testing leads to random results. Here's what a real creative strategist should do: 1) Tailors the message to the market They know the difference between an unaware ad, a problem-aware ad, a solution-aware ad, a product-aware ad, and a most-aware ad. And they know how to write differently for each one because each stage requires a fundamentally different message. 2) Builds awareness funnel They don't just make random ads based on what's "currently working". They build a system where each ad speaks to a specific stage and moves that prospect closer to purchase. They strategize when to introduce a new awareness level and with which to start. That gets a person from not even aware of the problem to wanting to buy after watching some of your ads. 3) Structured hierarchy of testing Here is what has the most impact on your ad performance left to right: Offer > Creative > Desire > Persona > Angle > Visuals > Text. A good creative strategist knows they need to test left to right. They know when to open a new branch in the posting or double down on a desired persona or angle that is already performing. 4) Leverages market gaps They don't just look for inspo in the market. They analyze what competitors are doing and then go after what competitors are NOT doing. That's how you find angles that feel fresh to the market instead of running the same messaging everyone else is running. Most of the market is just blindly copying one another. 5) Analyzes ads Every ad gets a breakdown: what persona, what desire, what awareness stage, what belief was it trying to shift. Winners and losers. They build hypotheses before each test and learn from the results to inform the next round. That's how you never run out of ideas to test. 6) Understands the funnel They know when an image ad needs a dedicated landing page vs when you can send traffic straight to the PDP. They understand that a creative strategy is only as good as the funnel it feeds into. If your creative strategist is only picking formats and editing videos, you're paying for execution but missing the strategy entirely. In the end, the strategy is what scales, not just the execution.
- 24
@neilpatel ·
Strip your brand name off your last 10 posts. If nobody can tell it's you, you've already lost the plot. AI won't save a brand with no identity. Build the voice first, then scale it. #BrandStrategy #ContentMarketing #MarketingTips #AIMarketing
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@heyitsalexP ·
What really differentiates consumer products? Very few have patented tech or ingredients. Very few have proprietary production processes. Most formulations can be copied or duped. So can most marketing strategies. That leaves us with "brand". But I want to push back on that because... ...shared culture is collapsing. If you asked me five years ago, I would have said that "brand", status or cultural heat were relatively strong differentiators. But it's harder than ever to build "cultural heat", because content consumption is edging closer and closer to 1:1, completely personalized entertainment. There are no watercooler moments, and there are barely any enduring fandoms. People kind of drift in and out of filter bubbles based on their special interests, or what they find entertaining in the moment. That's only part of the story. The other part is the collapse of authority. Modern movie stars like Zendaya don't have the same mystique or cross-generational cultural impact because there is no authority complex telling us (the public) that they are our "betters". It's verboten to say that person A might be better, or more worthy, than person B, even on a single dimension. So if everyone is the same, everyone's experience is equally valid...why does one brand deserve more attention than another? "Brand" still has impact within smaller, more tangible communities where there is some amount of shared culture and mutually agreed-on authority. So I am long local brands. I think global status symbols (big luxury brands) are past peak. And the rest of it...the role of brand within DTC growth strategy...I am still thinking through that. Gruns was the most recent business to at least partially leverage the old mental model of "brand"... ...but it's not like they were running superbowl ads or hiring a celebrity spokesperson. So what drives the enterprise value there? Subscription revenue? That's going to collapse with brick and mortar expansion. What makes Gruns more compelling than WalMart's inevitable store brand dupe? Again...still thinking through this...
- 28
@nickrgrs ·
for those who are “stuck” at a certain revenue level or unable to get the wheels in motion… 99% chance your biggest bottleneck is that ur working on the wrong thing what you are selling should just FLOW buyers should want it if its not like this, if it feels like you are constantly running into a brick wall its because you are selling the wrong things or you are selling to the wrong people you shouldnt be stuck in this loop of forcing forcing forcing u should be in a loop of solving micro problems that unlock new levels of scale at each stage which only happens when you have a great offer thats a no brainer for the exact right person and it FLOWS if u can nail the offer and its positioning you can get richer much faster than buying bitcoin at the bottom its why every single client i work with we start with the offer, the angle, and the brand positioning - every piece of the strategy is built on top of that doing anything else first means ur doing this shit backwards
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@neilpatel ·
Unilever scaled influencer spending 20x in two years. Consumers stopped trusting brand messaging so brands started following the trust instead. Creators who know their niche deeply are getting the deals. The ones who are loud but shallow are getting passed over. #DigitalMarketing #CreatorEconomy #ContentStrategy #InfluencerMarketing
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@FedotOff90 ·
Klarna shipped a 100-million-product shopping search inside ChatGPT on May 20. Most ecom entrepreneurs missed it. The setup: ChatGPT users can now ask for product recommendations and see real-time visual results with current prices, availability, and offers from 119M+ Klarna users worth of merchant data across 13 markets. Powered by Klarna's Product Search MCP server. Klarna processes 3.4M transactions per day. The volume today is still tiny. We're talking single-digit percentages of total ecom search behavior at most. The brands seeing real revenue from ChatGPT shopping today are a small handful. But the trajectory is the signal. AI-referral traffic to retail sites grew nearly 700% during the 2025 holiday season. Those shoppers converted at 31% higher rates than traditional channels. Three things this changes in the next 24 months. → Product copy starts mattering for AI discovery, not just SEO. AI surfaces pull from product descriptions, ingredient lists, review sentiment. Brands with rich structured product data win. → Customer acquisition shifts. The ChatGPT shopper is comparison-shopping with infinite patience and a curated shortlist. Different CAC math. Potentially higher LTV because they self-selected for fit. → Brand differentiation collapses for commodities. AI strips the visual layer and surfaces the cheapest, highest-rated, most-reviewed option. If your only edge is Meta creative, you lose when AI mediates discovery. I'm not saying redirect spend. Meta will still drive 70%+ of acquisition through 2027. I'm saying the brands building structured product data and clear category positioning now are setting up the next 5 years. The infrastructure window opens now.
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@AJ_Odyssey ·
Brand marketing is full of spectacular failure because branding is a complex systems thinking challenge that many companies approach linearly. Brand is controversial not only because it's abstract, but because cooking up good brand strategy forces you to deal with with complex systems dynamics - culture, biology, human psychology, politics. Brand has to hit a moving target. And the only way you can properly address complex challenges with multiple interdependent variables is with Requisite Variety - aka bringing together a lot of people from within and outside an organization, all containing relevant pieces of the puzzle. One consulting firm just ain't gonna cut it. shoutout to @HipCityReg who made this crystallize for me after watching his hardware interview
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@tommylower ·
exploring handing clients brand software instead of brand guides → define core visual applications → build tool to recreate it parametrically → exports straight into the codebase → animations preview live, fine tune to components brand lives in software
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@SarahLevinger ·
Where does your brand voice live? Where do your brand values live? Where does your brand belief live? Where does your brand enemy live? Where does your brand mission live? Where does your brand personality live? (If it’s just sitting in someone’s head, get it out of there and into something usable, quick.🫣)
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@heyitsalexP ·
What no one is saying about Everlane's sale to Shein: politically-adjacent brand positioning is a dead end, whether you are pandering to the left or to the right. Everlane built their brand platform on "radical transparency". In 2012 that was refreshing. A decade later, it became politicized, even though that was never the intention. When you tie your brand to one of these politically-coded stances, the loudest and most extreme adherents will hold you to an impossible standard and criticize your every move online, loudly. Again, it doesn't matter if you're right-coded or left-coded. People use online political debates to escape an unsatisfying reality, and to regain a sense of power and status when their real life offers little/none. So, by "taking a stand", your brand is putting itself at the mercy of blackpilled yappers who are highly unlikely to buy anything from you. Obviously Everlane couldn't have predicted this when it chose to center "radical transparency" in 2011. But if you're thinking of making something similar the core of your brand's identity– whether you're "sustainable", "organic" or "made in the USA"– think twice...
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@MichaelDBrandt ·
Categories with the least technical or product differentiation have the strongest brands. Without meaningful product moats, the brand is the moat. Think about beer. Highly commodity, no real moat on product. So the brand *is* the differention. “Are you more of a Heineken person or a Stella Artois person?” Winning a customer comes down to how well the brand builds a world — through media, irl experiences, etc. On the other hand, if you invent a flying shoe, it doesn't matter what you call it. If you have hard technical superiority that solves a real problem, that’s your moat. Brand is optional. Think about Google, especially in the early days. So if you are looking to study great brands, look at crowded, mature categories like beer, soda, apparel, candy, laundry detergent, etc — commodity spaces where brand is the primary way to standout, and leads to Darwinian development of great brands.
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@timothylindblom ·
Branding for tech is 100% different than branding for other industries. There’s no “physical” product or package to make “pretty.” So you need to get very granular on how the UX/UI looks visually. - What’s the main hook? - What’s the icon styles? - What makes it non-boring? - What’s abstract but not random? The secret is making a non-visual product aesthetically pleasing… If you can do that (with the right idea), you’ll win.
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@funshorfelix ·
All this discourse, I would hate to take sides but maybe it's just a case of personality and precedent? 🤔 Brand A hasn't acted this way in the past, It feels not 'on-brand', and certainly hasn't responded in a similar way in the past. Brand B couldn't do much closer to their biggest publicity event and had to still 'reveal' something. It all feels cynical but both did nothing wrong. But the bigger question is do these brands have brand thinkers or guardians within their teams? Cause if they do, I'm definitely asking whether this supports our archetypal strategy. Brands in their shoes could really lean heavily on their brand strategy/not just messaging. But again, it's a good tension to have within the ecosystem but at what expense?
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@sarah_carusona ·
Brand doesn't lead company growth. Growth leads company growth. Before I continue, let me say that I'm a HUGE fan of brand. Real growth doesn't happen without it. But there's a nuance (and order) to the way company growth is approached. And each function has its optimal place. 𝐖𝐡𝐚𝐭 𝐢𝐭 𝐥𝐨𝐨𝐤𝐬 𝐥𝐢𝐤𝐞 𝐰𝐡𝐞𝐧 𝐢𝐭 𝐠𝐨𝐞𝐬 𝐰𝐫𝐨𝐧𝐠: Brand wants to launch a new product campaign. They map out top-of-funnel and bottom-of-funnel messaging. They brief the influencers. They nail the key selling points. Growth finds out a week before launch. That's when we find out there are no assets built for paid media. No landing page. No PDPs. And the budget is already allocated. That's not a growth problem. That's a process problem. 𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐢𝐭 𝐬𝐡𝐨𝐮𝐥𝐝 𝐰𝐨𝐫𝐤: Product and finance go first (not growth, not brand). They define what the product story is and what financial success looks like. That's the north star. Growth goes second (with brand's input). They define the KPIs per channel, budget, and timing. Brand uses consumer psychology to define how the marketing shows up across touchpoints. Channel owners go last. Web, media, owned channels. They execute with full context and feed performance data back into the loop. When growth & brand are in the room together from the beginning, launch assets get built with paid in mind. Budget gets planned before it's already spent. The whole org is rowing in the same direction. The order matters more than most people think.
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@williamkast_ ·
"Just go on Foreplay and find what's working." This is the default creative strategy for most brands and the best way to never hit $1M per month. This is what happens: 1. You find an ad from a brand doing $10M+/year. 2. You recreate it 3. It flops 4. You try another one? Same thing. What nobody tells you is that a lot of the brands you're copying are running at an unprofitable ROAS. They're losing money on acquisition on purpose. They're playing a different game. They have retention, LTV, and backend offers that make a loss leading front end work. You probably don't have that (yet). So copying their ads doesn't just fail, it burns your budget trying to play a game you can't afford. But even when you're copying a genuinely profitable brand, you're still only copying the surface. You see the format and the hook. You don't see the research behind it. You don't see which persona it's targeting. You don't see what awareness stage it was written for. You don't see the landing page it's sending traffic to. You're copying the wrapper and missing everything that actually made it work. The real strategy is never in the ad library. It's in the research, persona, awareness stage and brand positioning. Two brands can run the exact same format with the exact same production quality and get completely different results because one understood their customer and the other copied someone else's work. Once you understand your unique customer value proposition, your unique brand positioning, and your unique message, that's when you will find many winning ads that scale.
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@theswapnilsri ·
Most people think Zara is just fast fashion. It’s not. It’s one of the smartest brand strategy stories of the last 15 years. Here’s what actually happened:👇 2009: Inditex (Zara) and H&M had roughly equal operating profits. Two European giants. Neck to neck. Then Shein entered. Thousands of new styles every week. Prices so low they made Zara look expensive. Younger audiences loved it. The obvious move was to cut prices and compete. H&M did exactly that. More discounts. More value lines. Cheaper products. Zara did something very different. They asked a simple question: Who do we want to be? And the answer was clear. Not that. So they went upmarket. Better stores. Better creative direction. Slightly higher prices. Fewer discounts. They started feeling closer to premium labels, not budget retail. They chose taste over price. Fast forward to today: Zara’s profits are almost 5x H&M’s. H&M is struggling. Zara is thriving. One brand chased the competitor. One brand chased the customer. That’s the whole game. When a cheaper, faster competitor shows up, the worst move is to go cheaper. You won’t win that race. The real move is to go up. Own quality. Own taste. Build a brand people feel something for. Price is just a number. Brand is a feeling. Zara understood that. H&M forgot it. Fashion founders, take a note! 📝
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@sharyph_ ·
There's a term going mainstream right now that sounds like it belongs in a PhD thesis: context engineering. Gartner published a formal definition for it in early 2026. Tobi Lütke wrote a memo calling it "the most valuable new skill in an AI-first environment." Enterprise teams are hiring for it as a job title. And Andrej Karpathy has been saying for months that most AI agent failures aren't model failures...they're context failures. Here's the thing though: if you've built a real content brand, you've been doing this for years. You just didn't have the name for it. Context engineering is the practice of designing the full information environment that AI operates in. Not just writing a prompt. Not choosing a model. The entire scaffold...brand voice documents, audience definitions, content constraints, memory structures, system instructions, output formats. The totality of what the AI knows before it produces anything. Prompt engineering was about the question. Context engineering is about everything that makes the question answerable well. When I run Claude to draft newsletter content, it doesn't just get a prompt. It gets: a full brand voice document, my audience's specific frustrations, my content pillars, my offer stack, my anti-patterns list, my tone guidelines, examples of what good looks like. That's a context layer. Before any generation happens, the model already knows who I am, who I'm writing for, and what I'd never say. I built all of that before I knew what context engineering was. And I'd argue most creators who have invested seriously in brand positioning have too. Your brand voice doc? That's a context artifact. Your defined audience persona? Context. Your content pillars and what you won't write about? Context. Your newsletter structure, your offer positioning, your proof points...all of it is context architecture, even if you built it in a Notion doc without a technical name. The creators who are failing with AI are not failing because they have the wrong tools. They're failing because they haven't built the context layer. They're running prompts into a vacuum. No brand definition, no audience clarity, no structural constraints...just a blank slate and a vague idea. And then wondering why the output sounds generic, because it is. The model is doing its best with nothing to work with. Here's what a functional creator context stack actually looks like: A brand voice document that tells the AI who you are, how you write, what you'd never say, and what phrases are signature to you. Not a mood board. A functional specification. A defined audience persona with specific fears, specific language, specific objections...not "creators aged 25-40" but the actual psychology of the person you're writing to. Content constraints that define what topics are in scope and which are not, what you've already covered, what angles are off-limits. An offer stack summary so the AI understands what you're building toward...what the content is supposed to move people toward, not just what it says in isolation. Output format rules. Length. Structure. What goes in the opener. What the close should do. What doesn't belong. I run my business with a 3-5 tool stack...that produces more leverage than most teams. Not because I have the most sophisticated technical setup. Because the context layer is built. The models know who they're working for. You don't need to become a prompt engineer or an AI developer. You need to treat your brand documentation the same way a software team treats a system specification. Build it once. Update it as you learn. And let the AI operate inside a well-designed environment instead of a blank one. Context is infrastructure. Most creators are skipping it and blaming the model. Build the context layer. Then let the AI do what it's actually good at.
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@itsmarcosruiz ·
Most personal brand "strategies" are just people copying whatever worked for the last big account they saw blow up. The problem is the thing that worked for that person was probably tied to a specific moment, a specific audience, or a specific level of credibility they already had. You can copy the format but the context that made it work doesn't transfer. The accounts I work with that grow fastest at The Birdhouse aren't running anyone else's playbook. We figured out what only they can say and they post it every single day.
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@saguppa ·
The biggest strategic mistake I've made in five years isn't about product, pricing, or hiring. It's brand positioning. We built a horizontal brand in a vertical market. And it's cost us more customers than any product bug ever did. SalesRobot does LinkedIn automation. Our best customers are agencies: 5% of our customer base, 25% of revenue, net negative churn. But our website says "LinkedIn automation for sales teams, agencies, and recruiters." Everyone. For everyone. The most meaningless positioning in SaaS. Meanwhile, Heyreach built their entire brand around agencies. Aimfox built their entire brand around agencies. When a lead gen agency searches for LinkedIn automation, they show up first. Not because their product is better. Because their brand is clearer. We lose deals we never see. That's the worst kind of competitive loss: the prospect never even evaluated us because our positioning didn't speak to them specifically. Here's what I've learned: 1. A product for everyone is a brand for no one. 2. Your highest-LTV segment should be your positioning anchor. 3. It's easier to expand from a vertical brand to horizontal than the reverse. Heyreach/Aimfox can eventually sell to SDRs. It's much harder for us to retroactively become "the agency tool" after five years of being "the everything tool." We're fixing it now. But fixing a brand is 10x harder than building one right the first time. If you're early stage: pick the one customer segment that loves you most and build everything around them. Ignore the FOMO of other segments. You can expand later.
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@LnprCapital ·
TAC Infosec Ltd : Decoding the https://t.co/VFiErShhyu Investor Update TAC Infosec Ltd released an investor presentation on https://t.co/VFiErShhyu, its AI-powered SOC 2 compliance automation platform. The Business Co is a cybersecurity company built around ESOF (Enterprise Security in One Framework), its core platform spanning vulnerability management, application security, cyber risk quantification (CRQ) and related modules. The group operates in India and through a US subsidiary (TAC Security, Inc.), and articulates a multi-brand strategy: building independent, category-focused cybersecurity businesses under one umbrella, which includes CyberScope (Web3 security), CyberSandia (US public sector) and https://t.co/VFiErShhyu (compliance automation). https://t.co/VFiErShhyu is the newest of these. It automates SOC 2 compliance, the trust attestation that enterprises increasingly require before onboarding a vendor. Positioning it as a standalone brand signals that management sees compliance automation as a distinct, scalable category rather than a feature within ESOF. https://t.co/VFiErShhyu has crossed 200 clients since launch. The first 100 arrived over six months; the next 100 over three, representing a doubling of the base at roughly twice the acquisition pace. Management frames this as early product validation converting into commercial momentum, driven by initial case studies functioning as reference proof and shortening the sales cycle. Product and Positioning The platform's differentiation rests on affordability and speed: Entry pricing around $2,700 per year, which the deck positions as materially below legacy competitors. Certification readiness in approximately two weeks, with CPA-backed attestation. 135+ automated cloud checks across AWS, GCP and Azure. 40+ ready-to-use policy templates, an Audit Vault, and AI-led remediation guidance. Claimed 40 percent improvements in reporting accuracy and audit preparation time. The strategic logic is market expansion rather than share capture. By lowering both cost and turnaround, https://t.co/VFiErShhyu targets startups, SaaS businesses and digital-first companies for whom traditional consultant-led SOC 2 has been prohibitive, converting compliance from an enterprise-only process into a broadly accessible trust requirement. The Strategic Thesis The deeper value case is cross-sell. https://t.co/VFiErShhyu is positioned as an entry relationship: acquire a customer through an urgent compliance need, then expand into the wider ESOF suite (MASA, CASA, Appsec, CRQ and others). Because compliance is a recurring, always-on workflow, it also supports retention. Management anchors this to a stated 10,000-client https://t.co/VFiErShhyu vision, a $4B+ SOC 2 opportunity, and group-level 2030 ambitions of $100M ARR at approximately $10K ARR per client with a 40 percent EBITDA margin. The Honest Counter-View A disciplined investor should weigh the following: The disclosure is client count, not Socify revenue. At the $2,700 entry price, 200 clients implies roughly $0.5M of indicative annual revenue, a considerable distance from the $100M group ARR ambition. The large numbers (10,000 clients, $4B market, $100M ARR, 40 percent margin) are forward-looking vision, not booked results. The company's own disclaimer states the figures are neither reviewed nor audited. There is a minor inconsistency: this deck cites 70 to 80 percent cheaper than competitors, while the annual report it references states 50 to 70 percent. TAC trades on the NSE SME platform, which carries thinner liquidity and no mandated quarterly financial reporting, giving investors fewer regular checkpoints. The $10K ARR-per-client ambition sits well above the current $2,700 entry price, implying the model depends heavily on successful ESOF cross-sell that is yet to be demonstrated at scale.
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@johnny_lam_ ·
We delivered an identity system for a crypto client early last year. Fully paid. Never used. War metaphors, bold positioning, narrative spine for their post-alpha push. Then geopolitics shifted. Market crashed. The language anchoring their brand became painful. Identity scrapped. Nobody was wrong. Strategy made sense at the time. But it changed how we scope branding work. Brand genesis is often built on assumptions that haven't been stress-tested. Chicken and egg problem: You need a brand at launch But positioning is still a hypothesis pre-traction Betting budget on unproven narrative = expensive Now we learnt to ask harder questions upfront. Founder: "What's your logo process?" Us: "How many active users do you have? Who's running sales?" Sometimes we talk ourselves out of revenue and left on the table.... But branding weight hits different by stage: Pre-traction = locking in assumptions Post-traction = codifying what works The latter is where we can ground design in depth never seen before. The founders we work with feel it too. p.s. we volunteered to help touch up their new graphics after the pivot, they still have a place in our hearts (Unused concepts during projects)
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@ms_tourist ·
I’m always talking about brand positioning and why it matters so much as a marketing practitioner. This past weekend’s tale of two jazz festivals felt very deliberate. What stood out for me was the inclusion of Scorpion Kings in the CTJIF lineup. No disrespect to the genre, they’re undeniably influential…but the fit feels off. Some will argue it’s about expanding the audience and appealing to a broader demographic, which is fair. But then the question becomes…..are we still protecting the integrity of the brand? If the intention is to diversify beyond jazz, perhaps it’s time to position it differently, call it what it is….. a music festival. Because in the end, clarity in brand positioning isn’t restrictive, it’s what builds trust, identity, and long-term value. The success of the inaugural Montreux Jazz festival is undeniable. The other plus was having it outdoors, creating a beautiful vibe…In marketing, we appreciate competition. A definite win for the region and the destination. I did write an opinion piece prior to the MJF
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