Strategy beyond the ad brief

AI makes it easier to compete inside markets that already exist. That does not make strategy less important; it makes the search for new sources of demand more important. WARC's Lena Roland speaks to Erich Joachimsthaler, founder and CEO at VIVALDI, about new 'demand spaces' for strategy.

Guests:
Erich Joachimsthaler, founder and CEO, VIVALDI; co-author of 'Brand Leadership: Building Assets in an Information Economy'
Lena Roland, Content Director, WARC

Chapters:
00:00 - Intro: Why strategists are moving upstream
03:23 - AI and the changing source of competitive advantage
04:40 - Finding growth beyond existing categories
06:47 - Demand spaces vs. traditional market segmentation
09:23 - Goodles: uncovering adult demand for mac and cheese
11:29 - Rhode skincare: building a brand around a simpler routine
14:41 - Demand-led portfolio strategy and product innovation
16:59 - Tesla: meeting demand for luxury and sustainability
19:10 - Where to compete vs. how to compete
20:20 - Figma: redefining design software through collaboration
22:05 - How to spot market shifts, workarounds, and new demand
23:49 - Liquid Death: brand differentiation and copycat risk
27:32 - How consumer needs, technology, and regulation create markets
30:11 - Sizing demand spaces and making the investment case

#business #marketing #innovation

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