Aris is a freelance strategist with a focus on integrated marketing. He was worked with clients like Vodafone, Unilever Honda and Red Bull.

In this episode we discuss:

1. Strategy v tactics and how they should work together

2. How to present strategy to clients

3. What strategy looks like when companies do it for themselves

4. How Oatly came about

5. Positioning Oatly to dominate a new category

6. Being brave as a consultant

7. Old Spice and how they use consumer insight

8. Are personas any use?

9. Do funnels add value to presentations and strategies?

10. Brand purpose – Instagram v reality

11. An example of two car brands and their approach to using their brand purpose

12. Aris’ background and how he got into strategy

13. The cult of genius and how that stacks up against professionalism

Ogilvy on Advertising

Confessions of an Advertising Man 

The Book of Gossage (or Can Advertising Be Saved?)

And one about Gossage from Steve Harrison: Changing the World Is the Only Fit Work for a Grown Man 

Playing to Win

Creating Great Choices by Roger Martin 

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here. 

Today’s T.O.P.T.I.P is from… me! Check out Luke Carthy’s Black Friday lessons from last year, especially if you haven’t started planning yet!

Aris is an ex-musician, ex-photographer, ex-art director, ex-editor.

He began his career in advertising as a copywriter and UX strategist with a creative focus, working for clients like Vodafone, eBay, Unilever, Honda, Swatch, Red Bull or MTV. Aris believes that nailing the problem provides 93,9% of the solution, so he finally turned creative strategist.

He never leaves home without a tie, e.g. walking the dog.

Find Aris on LinkedIn.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

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Andi Jarvis, Eximo Marketing.