On the surface, choice looks like freedom. Shelves stacked with shampoos, endless toasters, page after page of identical phone cases. But too many options don’t liberate customers - they freeze them. Psychologists call it decision fatigue: when the brain has so much to weigh up, it just says “no thanks” and walks away from the buy button.

Have you ever wondered why some brands stand the test of time while others fade away? It’s easy to blame leadership when a brand fails - and often, that’s fair. But here’s something to consider: strategic branding shapes leadership. The two go hand in hand. Let’s explore the key branding strategies that keep classic brands ahead of the curve.