110. Brand Strategy Can't Predict the Future

We’ve been told that design should be quicker and more decisive. That strategy should make things certain and predictable, and guarantee success.

I want to challenge those ideas.

Because what if strategy isn't about logic and certainty at all? What if those things destroy creativity?

Instead, what if brand strategy is about invention, and re-imagination.

About finding the 'unbland' spaces and helping businesses take a calculated risk in an otherwise uncertain world.

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