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12:26
The lesson many marketers take from Dove is the wrong one.
Watch now | They hear "be authentic." They leave it there.
 • Matthew Heyn
Your brand's biggest fear might be its best campaign brief.
How WhatsApp turned user distrust into a +11.5pt awareness jump.
 • Matthew Heyn
You can't direct what you haven't named
Four writers named the same gap from completely different angles. Here's what they found. | The Strategy Signal's Reader's Digest, Week of March 25–31…
 • Matthew Heyn
Stop chasing the 2%. Start serving the abandoned 98%
The strategy Dove used to build a 20-year competitive moat.
 • Matthew Heyn
13:17
Chili's Set Up a Fake Payday Loan Office Next to a McDonald's
Watch now | Breaking down The Category Crasher — the strategic pattern behind 6 billion impressions, the cross-industry proof, where it collapses, and…
 • Matthew Heyn
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The Strategy Signal
The lesson many marketers take from Dove is the wrong one.

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Stop Fighting Your Real Competitors. Fight Someone Else's Instead.
How Chili's stole fast food's lunch with a fake payday loan office
 • Matthew Heyn
They Beat Nike Without Fresh Creative — Then Stopped
Under Armour built $5.7B in revenue using one repeatable pattern. By 2025, they'd forgotten how. This is the story of Memory Equity.
 • Matthew Heyn
16:34
7 Hours of Research. 6 Minutes in Your Inbox. Every Week.
What The Strategy Signal delivers, and exactly how it's built. © The Strategy Signal
 • Matthew Heyn
2:01
The Brand That Owned The Hangover, Not The Party
Coors Light skipped Super Bowl ads and generated 12.6 billion impressions by owning the Monday after. Here’s the pattern and how to apply it in your…
 • Matthew Heyn
Deep Dive: Sloth content, tone-deaf Pepsi, and $12.6B for free.
Rather listen than read? The Cultural Aftermarket deep dive is live on YouTube.
 • Matthew Heyn
12:50
Under Armour got this right in 2021. By 2025, they'd forgotten why.
The Memory Equity pattern plus 4 questions & a GPT to know if it fits your clients
 • Matthew Heyn
The Strategy Signal
The Strategy Signal
The Strategy Signal. Weekly campaign breakdowns that extract the transferable pattern, show where it fails, and include a free GPT to apply it. For fractional CMOs and marketing strategists.
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The Strategy Signal. Weekly campaign breakdowns that extract the transferable pattern, show where it fails, and include a free GPT to apply it. For fractional CMOs and marketing strategists.
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