Embedded Brand Strategy
Michelle WilesCase studies and deep dives on how brands actually grow.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 87 | Subscribers | Read | embeddedbrandstrategy.substack.com |
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Hoka and the Max Cushion Trap
Hoka (left) is known for its max cushion sole, while On (right) launched with its hollow CloudTec pods. Source: Hoka, On
Goodbye two by two. Hello two by nothing.
A common brand strategy framework is the perceptual map. It’s a two by two matrix that organizes where your brand is perceived to be positioned along two dimensions. Perceptual maps are a great way to identify a gap in the market (to be fil...
To grow your brand, narrow your audience target
Part of marketing campaign development is defining your target audience. I’ve noticed that brands often get cold feet when it comes to targeting a very specific customer segment.
Values on Display
Most of the Super Bowl ad conversation in my feed this week centers on Claude’s campaign poking fun at competitor ChatGPT. In case you haven’t seen them, the ads showcase humorous situations where someone is using an AI chatbot, and an ad r...
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Authors
The writers behind this newsletter.
Brand & marketing strategy. NYC / London. Ex–P&G, McKinsey, Ogilvy.
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