what the hell are beacons and territories

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Brand strategy & a little innovation. Heard they’re a lot of work, but if you stick it out, you’ll have a strong foundation in strategy.

“Beacons” are best-in-class examples. They can be within your category or outside of it.

“Territories” are different directions you can take the strategy in. The rationale for using them is to invest clients in the strategic foundation — similar to how creatives would present different campaign ideas, you can use these to identify how they do or don’t want to talk about their brand. This helps prevent clients from getting hung up on specific wording, which typically happens when you present a single strategic direction.

Territories for strategy allow you to present different lenses to talk about the brand, allowing you to shift the lead RTB and articulate the purpose in different ways. I love using these as a workshop exercise, because it makes clients feel like they’re actually partnering with you, as opposed to just being an audience for your presentations.

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