In today’s business landscape, the term “strategist” is often overused, especially in the branding world. We frequently come across individuals who present themselves as brand experts, confidently critiquing companies and offering strong opinions about brand frameworks and equity. But beneath the surface, many of these so-called strategists aren’t offering solutions—they’re simply making noise to attract attention.

These individuals thrive on stirring controversy. They are quick to point out supposed brand failures or predict the downfall of companies, not to provide valuable insights, but to create enough disruption that they get noticed. Their real goal is simple: generate enough buzz that a brand, or even one of its competitors, reaches out to them, often in a state of panic, hoping to resolve the issues they claim to see.

The tactic is transparent: criticize loudly, create confusion, and capitalize on the fear of brand mismanagement. The sad truth is that they aren’t concerned with the brand’s long-term growth—they’re more focused on being the loudest voice in the room to draw in business for themselves.

Now, I wouldn’t be surprised if one of these so-called brand strategists stumbles upon this blog. The typical response would be predictable—perhaps a series of critiques, claiming the writer doesn’t understand branding or suggesting that no one reads this blog. Maybe they’ll rally support among other “strategists,” making unfounded criticisms to create more noise. But this reaction is, in itself, the evidence: they thrive on casting doubt and causing disruption, hoping it will generate enough attention to land a new client. It’s noise for the sake of noise.

Let me clarify: this blog isn’t a critique of true brand strategists or the essential practice of branding itself. It’s a spotlight on those who misuse the title, creating confusion rather than clarity, and relying on disruption rather than strategy. True brand strategy is built on science, understanding, and insight—focused on long-term value, not short-term gains from causing a stir.

In the end, the real challenge for businesses is to recognize the difference between those who build and those who simply make noise. True strategists work thoughtfully behind the scenes, shaping a brand’s future, not tearing down its present for personal gain.