Breaking Rules, Building Teams, Embracing Discomfort - The future of brand strategy.
by Noel Cottrell
Great strategy still starts with sharp consumer insights - but cultural context matters more than ever in a world shaped by influencers, TikTok trends, and college tours for tequila brands. Strategy today lives at the intersection of brand and social. You still need the numbers and traditional thinking - but also whatever’s happening at Kai’s AMP Summer House.
Not every strategist fits every brief. Like creatives, they bring different strengths. At Murder Hornet, without an in-house strategy team, we build bespoke freelance partnerships. Our clients and creatives help us choose the right strategist for every project - from FMCG to QSR to finance. Even big agencies need to get smarter about how they collaborate with their own Strategists, client-side Planners and freelance thinkers.
And yes, discomfort is the point. ChatGPT, Hugging Face, Theoretical Media ... the “Strategy Stack” has turned everyone into a would-be strategist. The difference now is curiosity, adaptability, and the willingness to dive deeper.
The best strategists aren’t clinging to old tools - they’re learning, experimenting, and thriving in the chaos.