Why strategy isn’t built to “fail fast”

In a landscape where AI makes it tempting to “fail fast” on everything, this article argues that brand strategy is the one place you can’t afford to treat like a disposable experiment. It contrasts the value of rapid testing for campaigns and content with the long-term discipline required to build a coherent, trusted brand—and shows how misfires and rushed pivots can damage equity far faster than they can be forgotten. Instead of fail fast, it proposes a “test and learn with guardrails” approach, using controlled pilots, customer co-creation, and data-driven insight to evolve brands thoughtfully while preserving clarity, consistency, and trust.

Read the full article on The Branding Journal's website.

About the publication
This article was originally published in The Branding Journal, an independent digital publication focused on strategic branding, case studies, and practical tools for marketers, designers, and business leaders worldwide.