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Your Brand Strategy Is Poker, Not Chess

Most people treat brand strategy like chess — calculated, predictable, and fully visible. But in the real world, branding plays more like poker: incomplete information, shifting odds, and constant adaptation. This article explores why the best brand strategies embrace uncertainty, experiment intelligently, and focus on resilience over control — with insights drawn from unexpected brand crises and behavioural economics.

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John-Henry Opperman May 18, 2025
Branding

Marketing vs Branding. What’s the difference?

Branding creates advocates. Marketing creates leads.
Branding is long-term. Marketing is short-term.
Branding defines your trajectory. Marketing helps your cash flow.
Branding is about getting people to feel something. Marketing is about getting people to do something.

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John-Henry Opperman February 11, 2024
Articles

What to share on social media. Drive engagement now

People will share content because of:

Social Currency: The content allows someone to seem informed, intelligent, progressive or anything that could resonate with their identity.
Triggers: What keeps people talking about things after the fact,

Emotion: Ideas that spark happiness, anger, sadness, whimsy will be shared more than ideas that don’t.

Practical value: It’s built into our DNA, help them survive, and it will thrive.
Story: Information can travel under the guise of what seems to be a story.

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John-Henry Opperman February 4, 2024
Articles

How to win with video – Understand watch time

Room 1: The Brand Room is where we ensure the business strategy is aligned with the brand strategy. Room 2: Workshop, Where we create the content, mix, match and replicate things and Room 3: Where we measure the performance of what we have done. This is a glimpse into Room 3; welcome to The Lab. 

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John-Henry Opperman December 20, 2022
Articles

7 Free tools to help your brand stand out.

These tools are for anyone who wants to level up their brand’s presence through consistency and overall look. At our studio we use them all the time and now we are sharing them with you! Mahala.

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John-Henry Opperman May 17, 2022
Articles

Teach Yourself 100 Setswana Phrases

As someone who can haphazardly butcher my way through a conversation in Sesotho, I have always found it incredibly inspiring to see racial and cultural divides dissolve just because someone can drop a line or two in local vernacular.

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John-Henry Opperman February 16, 2021

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