Coca Cola is just brown, fizzy, sugar water. So why is it valued at $98B and the only top 10 brand to increase in value in 2023 (9% YoY)? Coke has been able to maintain its #1 F&B spot for over a century because its brand strategy in actuality is the idea of “happiness” — a strategy that transcends language, time and culture. While “brand strategy” is typically associated with the idea of “B2C pretty pictures”, it is industry agnostic, top to bottom informed decisions on how to win — spanning from problem opportunity validation, ICP identification and segmentation, product & communication positioning development, and strategic oversight of all current and future touchpoints and activations.
After 14+ years, I’ve cherrypicked the essentials and cut the fat and codified an objectively disciplined, down and dirty approach to brand strategy and adapted it to the venture capital business model that can help you: 1) identify your strongest investment theses before you commit, 2) maximize your ROI on your current portfolio companies, and 3) attract higher quality future deals.