Strategy Sessions Strategy Over Creativity with Will Poskett
19 snips
Feb 5, 2026 
Will Poskett, award-winning strategist and founder of Defiant, who has shaped brands from craft beer to global beverages. He talks strategy as simplification and persuasion. They cover making Beavertown mainstream without losing soul, building a lasting creative platform, testing across generations, changing drinking habits, and using LinkedIn/Substack to build an audience.
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Test Early And Late, Not The Middle
- Use research early and measurement late; avoid over-reliance on middle-stage link testing.
- Trust qualitative depth early and econometrics/brand tracking at campaign end points.
Strategy Should Guide The Whole Business
- A strategy must translate into organisational actions beyond ads to guide product, retail and experience.
- The best brand strategies become a North Star shaping every touchpoint across the business.
Never Normal: A Brand Platform In Practice
- The Beaver Town platform became 'Never Normal', rooted in founder Logan Plant's quote about brewing as self-expression.
- Activations included a 'Never Normal' pub, hot-air-balloon PR and subverted happy hours to spark experience-led relevance.