BRAND STRATEGY'S NOT IN TROUBLE – BAD STRATEGY IS

Summary from the TLDR Design newsletter

Brand strategy isn't dead—it's simply evolving. Despite claims that AI, shifting consumer behavior, and new branding models have made it obsolete, effective brand strategy remains rooted in timeless storytelling and human insight. The difference now lies in crafting bolder, more imaginative, and culturally attuned narratives that stand out in a changing world.