Uncertainty is near an all-time high. Since 1985, the U.S. Federal Reserve has tracked an uncertainty index—and it’s now skyrocketing, fast approaching its pandemic-era peak.
There’s a familiar kind of panic that happens when a new technology arrives—one that feels like it threatens something uniquely human. We saw it when photography emerged—surely painting was over. When synthesisers arrived—real musicianship was doomed. And now, here we are with AI, having the same debate over creativity.
In 2000, political scientist Robert Putnam lamented the growing social isolation and loss of social capital in American society. In his book Bowling Alone: The Collapse and Revival of American Community, Putman documented the declining participation in civic, religious, sports, volunteer, and fraternal organizations, among others. Associated with this decline is a loss of the social relationships that create a sense of shared values and common purpose.
Let’s consider the importance of insights for brands. In a world of continuous advancements in AI with its ability for superior data analysis, it is important to recognize the power of insights for brands and their enduring profitable growth.
Creating, promising and delivering value is a marketing imperative. Every brand should aim to be the best value for its customers and prospective customers. One of the most dangerous elements of modern marketing is the definition of value as merely low price. Somewhere along the way, being a “good-value” brand became synonymous with being the lowest price brand. Value is not merely about low price. Value and low price are not the same. Value is...
