The document outlines 5 areas that brand strategists should master to become better thinkers: 1. Know the fundamentals of research, working with cross-functional teams, and understanding clients' business problems. 2. Showcase strong writing skills through creative and strategy briefs, thought pieces, and points of view on clients' businesses. 3. Prove added value by leveraging orthogonal business models, data insights, and the latest technologies to inspire strategy and creative solutions. 4. Apply micro-level thinking through tactical examples that brought insights and behaviors to life for creatives. 5. Apply macro-level thinking by deeply understanding clients' businesses, what makes them unique, and where they should

1. Mastering the basics
5 areas digital brand strategists should master to become better thinkers
Ruben Gomez
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2. Overview
This document is a high-level look at the five areas that a good brand strategist can use as a baseline to start and/or grow
their career. Thoughts are my own and are a collection of experiences I’ve had speaking with executive level strategists.
This is version 1.0 for students at AAU
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3. 1. Know the Fundamentals:
This is where you show that you have a solid foundation in research. This stuff is mostly table-
stakes. Any good strategist should have practiced these baseline things.
Examples
• Competitive audit and analysis
• Use of research tools such as Crimson, L2, Warc, Simmons etc.
• Ability to work with cross functional teams
• Ability to work and build relationships with vendors
• Ability to speak to clients about their business marketing problems
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4. 2. Showcase Your Great Writing Skills:
This is where you show your brief writing skills. Majority of CSO's will ask for a piece of writing.
They want to know that you can articulate your ideas thoughtfully with words on paper.
Examples
• Creative + Strategy briefs
• Thought pieces on culture, tech, behavioral economics or anything you can tie back into advertising
(Medium other blogs posts)
• POV's on a client's business
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5. 3. Prove Added Value:
This is where you show the extra work that you have done or thinking that you bring into play when
tackling problems for clients. This is beyond the basics. This is how you put your personal spin on
thinking creatively to solve a business problem.
Examples
• How you used orthogonal biz models to inspire strategy + creative
• How you leverage data to uncover insights
• Knowledge in the latest tech and how that's applicable to inspiring strategy + creative
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6. 4. Application of Micro Level Thinking:
Think tactical here. You should have a list of tactical examples that were brought to life thanks to
your thinking. This can be inspiration on how you used insights/behaviors to engage an audience
and helped creatives bring their idea to life.
Examples of creative that stemmed from a cultural truth. Think about the stuff you made.
• TacoBot (Deutsch LA)
• Straight Outta Meme Generator (R/GA)
• Volvo Ultimate Interception (Grey NY)
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7. 5. Application of Macro Level Thinking:
This is your general understanding on what the business wants to achieve. You should know the
business inside and out. You should know what makes them different and where they should be headed.
Examples
• RedBull: Goal = transcend beverage
• How? Red Bull music experience, extreme sports, festivals
• Dominoes: Goal = be the most admired tech company
• How? Pizza emoji ordering on Twitter, pizza tracking online, Dominoes ordering bot
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8. Thanks
:)
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