Brand strategy's not in trouble – bad strategy is.
Writing for Design Week, FutureBrand’s Sam Hollis argues that strategy isn’t outdated. It's often poorly executed.
As he puts it,“Brand strategy isn’t some archaic, old-world concept that’s being somehow overthrown by tech-enabled, enlightened revolutionaries... It’s simpler than that. It’s good vs bad.”
Success, he explains, comes not from tools but from truly understanding the people brands aim to reach.
Why Brand Strategy Still Matters: Poor Execution Is the Real Threat
Posted on 11/11/2025
