Brand strategy, as we knew it, is dead. Not because AI has replaced it. But because too many people now believe they can do it all themselves with the click of a button. Here’s the truth: the new model isn’t about humans versus AI. It’s about using both in the right order.

One strategy that’s making waves right now is the brand crossover a creative mashup between two seemingly unrelated industries that sparks curiosity, conversation, and often a little bit of shock. Business Insider recently highlighted this trend, pointing out how unexpected partnerships are becoming a approach for niche brands looking to surpass their perceived limitations and big brands aligning with a new creative edge.

Great edgy brands master emotional dissonance. They pair a product with an unexpected tone, creating a little jolt of surprise or discomfort. That tension and its resolution becomes the hook.

It all comes down to two key branding pillars: Unique Value Proposition (UVP) and Brand Strategy. understanding the difference between these two can be the key to building a brand that sky rockets. Let’s break it down.

As customers, we recognise a forgettable brand when we experience one. At first, it feels familiar—pleasant, even. But before long, it loses its impact, like a weak handshake. And so, we move on without thinking twice.

Some say brand strategy is about defining your purpose and values. Some say it’s a marketing plan for growth. And others think it’s about making your brand recognisable.