5 Mental Models Top Brand Strategists Use to Build Iconic Brands
Ever wondered how the world’s most memorable brands like Rhode, Starbucks and Adidas stay ahead of the curve?
Let me tell you one thing… It’s not luck.
The top brand strategists use specific mental models to structure their thinking, make decisions, and anticipate trends. Understanding these models gives a peek into their mindset and the framework behind their success.
Here are the five they rely on daily…
1. Jobs-to-Be-Done (JTBD)
JTBD refers to how consumers "hire" products or services to accomplish specific jobs in their lives, which can lead businesses to focusing on outcomes and customer experiences their products or services offer (rather than features).
Strategists use this concept by exploring why customers truly use a product, uncovering the functional, emotional, and social jobs it fulfills.
For example, Apple doesn’t just sell phones. They sell creativity, connection, and status. This Jobs To Be Done (JTBD) thinking influences everything from product design to messaging.
2. First Principles Thinking
First principles thinking involves deconstructing problems to their most basic, fundamental truths. Then building solutions logically from that foundation, rather than relying on preconceived assumptions.
Strategists apply this approach by peeling away conventional industry norms and critically examining every aspect to identify the core of what truly matters.
This method allows them to challenge established patterns and innovate beyond traditional boundaries. A
prime example is Tesla, which did not simply aim to create a "better car" by adhering to existing automotive standards. Instead, Tesla re-envisioned the electric vehicle entirely, focusing on speed, style, and desirability, thereby redefining the possibilities of what an electric car could be and transforming the industry in the process.
3. The Flywheel Effect
The fly wheel effect refers to how momentum builds gradually through small, consistent actions that compound into significant results over time.
Strategists harness this principle by ensuring that every campaign, social post, or customer touchpoint contributes meaningfully to the brand’s overall momentum, creating a cohesive and ongoing narrative.
This approach transforms isolated efforts into a powerful, cumulative effect that steadily enhances brand presence and engagement.
For example, Nike exemplifies this strategy through their long-term storytelling and athlete partnerships, which incrementally build customer loyalty and trust.
Over time, these sustained efforts generate a flywheel effect, increasing engagement and deepening connections with the audience in a way that feels natural and enduring rather than forced or sporadic.
4. The Contrast Principle
The contrast principle highlights how people understand and value things through comparison. So, this entails that defining what something is not can be just as crucial as defining what it is.
This principle allows for a clearer and more impactful perception by setting boundaries and creating distinctions.
Brand strategists leverage this insight to craft a unique position in the market, emphasising how their brand differs from competitors or cultural norms.
By highlighting these differences, they create a distinctive identity that resonates more deeply with their audience.
For example, Patagonia goes beyond being merely an outdoor gear company; it actively opposes environmental apathy. This stance elevates the brand, making it stand out not only as a provider of quality products but also as an ethical and adventurous leader committed to sustainability.
Through contrast, Patagonia’s message gains clarity and strength, reinforcing its values and attracting like-minded consumers.
5. Cultural Anticipation
Brands achieve success by anticipating and aligning themselves with cultural shifts before these changes become widely recognised and mainstream.
Brand strategists play a crucial role in this process by continuously monitoring and analysing emerging trends across various domains, including society, media, and technology, with the aim of predicting the topics and values that will capture public interest in the near future.
A clear example of this approach can be seen in the case of Glossier, which identified and engaged with early social media beauty communities and micro-influencers at a time when major brands had yet to recognize the potential of these niche groups.
By doing so, Glossier was able to build a loyal and passionate fan base that contributed significantly to its growth and lasting impact in the beauty industry.
How the Magic Happens
The real power comes when these mental models intersect. A top strategist might combine JTBD to understand human needs, Cultural Anticipation to see how trends evolve, and First Principles Thinking to challenge assumptions. This intersection creates brands that are memorable, relevant, and future-proof.
Top brand strategists don’t just react. They think, anticipate, and structure ideas with clarity. Their mental models guide every decision, helping them craft brands that resonate deeply and stand the test of time.
