The Factory Podcast
Ep 140: Is saying ‘no’ the most powerful brand strategy? With Luke Hodgson
Feb 12, 2025
In this discussion, Luke Hodgson, co-founder of Commerce Thinking and High Cohesion, shares insights on brand strategy after his recent time in LA. He delves into the cultural differences in business approaches between the US and the UK, highlighting unique challenges and opportunities. Luke emphasizes the power of saying 'no' as a strategic asset for brand identity, illustrating this with examples from successful brands. The conversation also navigates the complexities of brand integrity amid growth and the cyclical nature of fashion trends.
37:29
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Quick takeaways
- Embracing the ability to say no helps brands establish a clearer focus, aligning their efforts with a distinct vision and identity.
- International expansion presents significant challenges for brands like Liquid Death, emphasizing the need for operational feasibility versus market opportunity.
Deep dives
The Power of Saying No in Brand Strategy
The ability to say no can be a defining aspect of a brand’s strategy, increasingly recognized as essential for success. Brand leaders who embrace this principle can create a clearer focus, enabling them to concentrate on what truly aligns with their vision. This selective approach encourages brands to become more intentional in their marketing, product offerings, and partnerships. Ultimately, it can lead to stronger brand identity and consumer loyalty as consumers come to understand what the brand stands for.
