Jan 2021

The 6 fundamental marketing strategies

Brands are faced with an ever-growing array of marketing choices

Marketing can be split into different strategies, that work well in different situations

Doing one strategy well is more likely to drive growth than spreading your efforts

Marketing can start with a business model


Create a place where other people can buy and sell

Airbnb logo


Attract franchisees by giving them everything they need to make money

MacDonald's Logo

Growth loop

A software growth strategy. Is your Grandma on LinkedIn? How did that happen?

LinkedIn logo

Multi-level marketing

Representatives recruit more representatives

Avon logo

Marketing fundamentals generally apply to all brands

Brand positioning

Positioning is timeless, and distinctiveness is more important than ever

Ollie logo

Ollie makes “human grade” dog food in “open kitchens”


For product to drive growth it needs to be dramatically better than alternatives

Olaplex logo

Olaplex built a $1bn brand with a differentiated product


All brands need to make pricing decisions. This can form part of the positioning

Dollar Shave Club logo

"Stop paying for shave-tech you don't need"


Winning brands iterate and learn faster

ColourPop logo

ColourPop release new products every week

Retailer incentives

Brands that have retailers must think about retailer profitability

Tigi Copyright Logo

TIGI Copyright helps hairdressers sell more

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