HUNGRY. The Best Brand Strategy Podcast of All Time - British Airways, Bold Bean Co., Meta, EA Sports - Tobey Duncan, Uncommon Creative Studio
Feb 16, 2026
Tobey Duncan, Chief Strategy Officer at Uncommon Creative Studio and brand strategist who builds purpose-driven, culture-facing brands. He explores Purpose 2.0, why brands need enemies, and how consumer tension fuels creativity. Short, audacious positioning, fame as the highest-return comms, and mining a brand’s origin story are highlighted as keys to cultural relevance.
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From Positioning To Purpose 2.0
- The old positioning + TV-era soundbite model broke as media fragmented and audiences got savvier.
- Purpose 2.0 ties brand to culture and consumer tensions but must stay tethered to product and resources.
Let Strategy Govern Tactics
- Make strategy the decision-making heuristic that every tactic must tie to.
- If tactics don't map to the mission, they waste budget and dilute the brand.
B&Q's Origin Reframed The Category
- B&Q's origin with founders Block and Quail revealed an optimistic belief that regular homeowners can improve their homes.
- Reframing the category from 'chores' to 'change' became their concise consumer-facing idea: "Build A Life."
