Sam Hollis from FutureBrand argues against the notion that brand strategy is in decline. He believes that the claims of its demise stem from misunderstandings and mischaracterizations of what constitutes effective strategy. Reports like WARC’s "The Future of Strategy 2025" have fueled these discussions by lumping various disciplines together and suggesting that factors like AI, changing consumer expectations, and the rise of community branding signal an end to traditional brand strategies. Hollis sees this as misguided; good storytelling remains central to brand strategy. It’s the ability to connect with audiences through compelling narratives that truly matters, not the tools used. WARC's report suggests that strategists feel pressure to innovate, with nearly half citing fear of risk as a major barrier to creativity. Hollis points out that while there’s pressure to adapt, this doesn’t mean brand strategy is outdated. He stresses that effective strategy has always been about understanding human connection and tapping into cultural currents. The conversation around brand strategy should focus on distinguishing between good and bad execution rather than declaring the entire concept obsolete. Ultimately, it’s the quality of the strategy that determines its success, not the evolution of technology or trends.