Archive - The Strategy Signal

The lesson many marketers take from Dove is the wrong one.

Watch now | They hear "be authentic." They leave it there.

4 hrs ago • Matthew Heyn

12:26

Your brand's biggest fear might be its best campaign brief.

How WhatsApp turned user distrust into a +11.5pt awareness jump.

Apr 13 • Matthew Heyn

Stop chasing the 2%. Start serving the abandoned 98%

The strategy Dove used to build a 20-year competitive moat.

Apr 6 • Matthew Heyn

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…

Apr 5 • Matthew Heyn

13:17

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…

Apr 3 • Matthew Heyn

March 2026

Stop Fighting Your Real Competitors. Fight Someone Else's Instead.

How Chili's stole fast food's lunch with a fake payday loan office

Mar 29 • 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.

Mar 26 • Matthew Heyn

16:34

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

Mar 23 • 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.

Mar 20 • Matthew Heyn

12:50

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…

Mar 16 • Matthew Heyn

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Mar 9 • Matthew Heyn

2:01

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