Destrategise

Brand Strategy has lost its way. It has become

unnecessarily complicated, over-intellectualised, siloed,

self-important, process-driven and a barrier to creativity.

Everything it shouldn’t be. Brand strategy should serve no

purpose other than to simplify the complex, make clear the

road ahead and enable transformative creative thinking.

It’s time to call BS on the modern world of brand strategy.

It’s time to Destrategise.

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