01
Research
Start with evidence: people, behavior, history, markets and organizational reality.
Independent strategy practice / research archive
Research →
Insight →
Story
Strategic research on brands, advertising, culture and how ideas accumulate over time.
Current question
What happens to brand strategy when feedback becomes continuous?
Making and distributing messages keeps getting cheaper. Attention does not.
That makes it easier to learn fast — and easier to destroy continuity by reacting to everything.
My current work looks at what strategy has to become under those conditions.
Keep movingChange fast at the level of expression.
Keep meaningChange slow at the level of meaning.
Selected thinking
Notes, essays & investigations
Current questions
What should brands actually learn from social feedback?
Why does strategy disappear between the deck and execution?
When does useful variation become brand drift?
Why is good strategy so difficult for organizations to buy?
What makes some ideas accumulate while others keep resetting?
How do you protect meaning without freezing creative work?
Method
02
Insight
Find the explanation that changes how the problem is understood.
03
Story
Turn that understanding into something people can remember, use and act on.
About i4D
i4D Strategy is an independent strategy practice and research project by Ivan Dragoun, based in Prague.
It is a working archive of research, analysis and experiments around brands, advertising and culture.