This week’s hot take: Most brand strategies don’t actually work. They sit in a deck, sound impressive in meetings, but never drive real growth.

James and I have seen it happen over and over - brands with great products struggling because their strategy just isn’t clear. So, we’re breaking it all down. From the myths that keep brands stuck to the must-haves of a strategy that actually moves the needle, we’re bringing the hot takes and hard truths.

We get into why strategy isn’t just a document, the power of knowing exactly who you’re for (and who you’re not), and how to craft brand positioning that truly resonates. Plus, the biggest mistake brands keep making—thinking branding is just a vibe rather than a system. (Spoiler: if you can’t explain it in a sentence, it’s not working.)

If you’re launching, scaling, or trying to figure out why your brand isn’t cutting through, this episode is for you.

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Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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