De-Strategise: Why brand strategy has lost its way. And how creativity will save it.

Brand strategy has become unnecessarily complicated. Too many frameworks. Too many steps. Too much jargon. And too often, uncertain outcomes. The world of brand strategy needs simplifying. This book does exactly that. Drawing on more than 50 years of combined experience, seasoned strategists Mick Mahoney and Kevin Chesters present a proven approach built around three simple questions. Refined over the past decade, their method cuts through the noise to create brand positioning that is clear, practical, and undeniable. For too long, the industry has treated strategy and creativity as separate disciplines, confined to outdated silos and overcomplicated methodologies. But the best ideas don’t emerge from separation — they emerge from connection, collaboration, and cognitive diversity. The science is clear: simpler works better. This book took 50+ years to develop, 10 years to refine, and will help you build an undeniable brand by answering three deceptively simple questions. If you want to create a brand strategy that is simple, impactful, and impossible to ignore, the path starts here.