The Push
The Push is a podcast for senior marketers eager to hear honest perspectives from peers who tell it like it is. We speak directly to your day-to-day reality and don't bother with superfluous tactics you don't need.
We understand that senior marketing is uniquely frustrating.
- You have to sell the 'why' more than any other department.
- You're held accountable for results beyond your control.
- You're forever dealing with non-marketers who 'know better than you'.
- Stakeholder politics, opinions, and “gut feelings” constantly get in the way.
- You're so busy dealing with stakeholders, there's little time left to conceptualise new strategies and hone your craft.
We bring together senior marketers to candidly share stories, analogies, strategies, and mental models they've used.
You can use these conversations to:
- Explain complex concepts to non-marketers.
- Get more client buy-in.
- Explore new strategy ideas.
- Better articulate your existing knowledge.
- Explain the 'why' behind your strategy.
- Keep your own team engaged.
- Better navigate marketing politics (which are inevitable).
- Remember that you're not alone in your experiences.
No empty buzzwords. No listicles. No generic advice.
Whether you’re in-house, agency-side, or a consultant, you’ll leave feeling empowered to speak up and lead with confidence.
The Push is hosted by Jack Ferguson, a Brand Strategist with 15 years of marketing and brand experience across 20+ industries.
The Push
S3 E68: The Ontology of Brand (Pt 2): Strategy Outputs, Decision Infrastructure, and Scenario Modeling
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A Brand Strategy is often dismissed as ‘fluff’ because it’s poorly defined, inconsistently applied, and confused with tactics, communications, advertising, or visual identity.
In Part 2 of this series, we move beyond the theory of brand as a function of memory and why buyers buy to define specific strategic outputs, explain how they’re informed, and model scenarios in which they’re used. This episode presents a unifying idea of brand strategy that holds up for marketers and remains accessible to non-marketers.
This episode covers:
- How brand strategy operates as a set of outputs that shape decisions across an organisation
- Scenario modelling across two distinct operating environments: a B2B accounting firm and a high-urgency B2C retailer
- How an effective brand strategy aligns incentives, operating models, and capability, not just communications and advertising outputs
- Why most competitive advantage comes from structure, not messaging or creativity
- A practical test to determine whether something is strategic or tactical
- The core outputs of brand strategy, how they’re informed, and how they’re used
- The role of memory, association, and expectation in reinforcing or violating brand strategy
Brand Strategist Jack Ferguson hosts this episode.
Helpful Links:
Where to find Jack:
- Find Jack on LinkedIn
- Find Jack at his Website
Where to find The Push:
- Follow The Push on LinkedIn
- Subscribe to The Push on YouTube Music
- Follow The Push on TikTok
- Follow The Push on Instagram
- Visit The Push Website
Resources Mentioned:
- RSPCA Commercial
- Budweiser + Jay Z Commercial
- 2013 Budweiser Super Bowl Ad