Brand Insight with Paul Bailey

Apr 29, 2025

Paul Bailey, a seasoned brand strategist with over 25 years in the field, shares his insights on effective branding. He emphasizes listening as a superpower for strategists and critiques static strategies that fail to adapt. Exploring the impact of the internet, Paul discusses how creators like YouTubers redefine brand building, highlighting the shift towards micro-influencers. He also explains that defining what a brand isn't can clarify its true identity, while reinforcing the importance of continuous audience understanding in shaping successful marketing strategies.

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ADVICE

Make Listening Your Primary Strategy Skill

Do listen actively and keep listening as a core strategist skill.
Act on the key nuggets you pick up to shape collaborative strategy rather than grand reveals.

INSIGHT

Strategy Is Worthless Without Execution

Strategy must connect to execution or it becomes pointless.
Treat strategy as adaptive guidance, ready to change when context shifts.

INSIGHT

Plans Break When The World Punches Back

Strategy isn't about predicting the future with certainty.
Use adaptive strategy because unexpected events will disrupt neat cause-and-effect plans.

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Paul has been deep in brand diagnosis, strategy and realisation for over 25 years. You need to hear how he thinks about brands.

In this episode we discuss:

Listening as a superpower for strategists
Why strategy isn’t predicting the future – with a hat tip to JP Castlin
Mike Tyson on strategy
Creators building brands
Defining what a brand isn’t helps defines what a brand is
The role of insight in strategy
Staying customer focused in strategy
Associated memorable moments
Naming segments- and why we (sort of) disagree!

Paul Bailey

25+ years professional experience in brand diagnosis, strategy, realisation – improving experience, empowering culture, achieving business objectives.
A deep knowledge in brand, strategy, business leadership, marketing and communication. Working with global businesses to fast-scaling startups, across a myriad of industries, with diverse target audiences and business objectives.

Supported by academic expertise including MA Brand, Communication & Culture (Goldsmiths, London), Mini-MBA Marketing (Marketing Week), and extensive writing, speaking, and lecturing on brand, strategy & marketing.

Find Paul on LinkedIn

Recommendations

The Power of Co-Creation by Ramaswamy and Gouillart
Brands: Meaning and Value in Media Culture by Adam Arvidsson
Beyond Culture by Edward T Hall
How Not To Plan by Les Binet and Sarah Carter

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke. Tickets available from here.

Strategy Sessions Host - 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 LinkedIn or Instagram.

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A full episode transcription is available from the show page.