Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.
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Dr. Derrick Daye, Author at Branding Strategy Insider
The most consequential brand decisions are often made before anyone calls them brand decisions.
Branding Strategy Insider helps marketing-oriented leaders and professionals build stronger brands and make better brand decisions. Over the years, BSI readers have brought us questions about positioning, differentiation, customer relevance, brand leadership, growth, and the changing role of marketing. Today’s question comes from Jennifer, a VP of Marketing in New York, New York, who is thinking about the future of brand management, the impact of AI, and which marketing conferences are truly worth her time.
AI can create content. It can analyze markets. It can generate ideas, optimize campaigns, personalize experiences, and increasingly act on behalf of customers.
Most leaders understand positioning. They know their brand needs to stand for something clear, relevant, and defensible in the minds of the people most important to its future. That is clear. However, problems arise when an organization drifts from its core strengths or when those strengths are now weaknesses.