How brands beat slop

Using generative logic to create human bonds.

AI is great at facilitating, accelerating, building at scale and with quality and precision. Give it clear boundaries and you can scale your idea coherently. Start by asking for suggestions and you get creative obsequience—meaningless creative slop.

When it comes to brand identity, we’re moving from 20th-century construction logic (rulebooks, repetition, permanence) into a new realm of creative fluidity.

Brands are intangibles that need embodying. Branding addressed this by laying visual system and messaging over medium (touchpoint.) The bigger opportunity today is to create a space where relationship grows into story, using a shared language and principles (not rules.)

Generative creative (like AI) has been around for a while and it can be applied to brands, if we let go of 20th century mindset. Brands that shape knowledge and are designed to absorb, rather than repeat.

New fun awaits.

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Footnote: Like everyone else, I’m tired of long posts written by AI.

Like everyone else, I’m tired of long posts written by AI. In this new post, I’m experimenting with getting to the point in under 200 words. The trade-off is a loss of specifics, and there’s a lot more to share. So I am starting a new thread to exploring these ideas deeper with you.

Join to comment, ask, and critique. Hope to catch up

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