In this debut episode, I dive into a hot topic I discuss with my design clients all the time: why big agency brand strategy often fails when applied to smaller studios. Big agencies—think Wieden+Kennedy, Interbrand, or Pentagram—craft strategies for Fortune 500 giants, where every move impacts global markets and investment portfolios. Their method is rigorous, data-heavy, and slow-moving by design. But when this same approach is repackaged for independent studios, it often feels unnecessary, and out of touch with the needs of fast-moving businesses. I break down three key reasons why this happens:
1. Big brands demand economic stability: Strategy at this level is built to justify risk and protect your pensions.
2. The complexity of legacy brands: The more assets a brand has, the more careful and layered every change must be.
3. Productized frameworks: Big agencies systematize their approach to scale, but these rigid frameworks often feel like overkill for smaller studios. If you’ve ever felt frustrated by traditional strategy decks that don’t inspire or add value, this episode is for you. Hit play to learn how to approach strategy in a way that actually works for your studio and your clients.
If you’re interested in adding brand strategy to your proposals in a way that’s realistic for independent designers or small studios, head over here: https://www.nikaworlund.com/opt-in
If you have any questions or opinions to share on the topic, please DM me on Instagram at @nikaworlund or find me on LinkedIn as Nika Worlund.
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