The strategies behind the world's most interesting brands, told by the people who actually built them.
| Platform |  | Pricing | Freemium | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 123 | Founded | 4 years ago | Last Issue | 14 days ago |
| Active | |||||
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willposkett.substack.comLatest Issues
How Grand Theft Auto reinvented the marketing playbook
Grand Theft Auto V made $1 billion in three days. Impressive. But I think there’s a far more ridiculous number hiding in the GTA story. More than twelve years after GTA V launched, Grand Theft Auto products were still generating roughly $82...
What Veo Knows That Most Ad Agencies Don’t
I spent an hour on a call last week with a Danish brand strategist who works for a sports tech company. By the end of it I’d half decided to take the word “brand” out of my own job title.
The company is Veo. You might have seen the camera,...
The Economics of Treat Culture
I know a woman who cancelled her gym membership to save money and then spent the saving on a nine pound jar of chilli crisp from a brand she found on TikTok.
I know a woman who cancelled her gym membership to save money and then spent the...
The Aperol brand: the trouble with winning too well
There’s a version of success in brand strategy that looks identical to failure until about three years later. You build something so good, so category-defining, that everyone copies it. Then you spend the rest of your life explaining to cli...
Strategy Is Not a Plan. It’s the Best Possible Path Forward.
Strategy Masterclass #1
I think strategy might be one of the most overused, and misunderstood, words in business.
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The writers behind this newsletter.
I teach you the strategies behind the world's most interesting brands, by speaking to the people who actually built them. Written by myself & the award winning strategy team at Defiant: https://hellodefiant.com/
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