From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Branding Strategy Insider article, “Brand Management in the Age of AI” by Kevin Keohane.
This is an interesting article because it begins to explore what AI and rapid consumption and integration of customer data might mean for the expression of a brand. In the past, a ‘brand’ has been a stalwart of consistency until such time there is deemed to be a need for a wholesale change, after which it again locks into position of what the author calls “ruthless consistency.” After all, this is what is needed for a brand to be crisply understood and related to by its target market segments.
But there is an increasingly strident argument that no brand can maintain its relevance in the most effective manner … Continue reading