As AI democratizes content creation, the sustainable strategy for creators is to build an IP framework—a world with rules and a vibe—that empowers their community to co-create within it. This shifts the focus from top-down content to fostering a creative ecosystem, as exemplified by Rockstar's Grand Theft Auto.

To succeed today, product companies must also be media companies. Instead of solely relying on buying advertising, brands need to create and distribute their own content through owned channels. This strategy builds a direct relationship with the community, fosters loyalty, and creates a more sustainable marketing engine.

Inserting dynamic billboards into establishing shots avoids creative conflicts with directors and delivers clearer brand messages than placing a product next to an actor. This standardized "ad unit" is more scalable and drives higher message recall, separating supply and demand.

With fewer journalists and newspapers to tell stories about companies, brands are building in-house "storytelling" teams to control their own narrative. This shift from earned media to owned media (podcasts, blogs, social channels) is driving the demand for corporate storytellers to act as brand journalists.

Bypass traditional PR channels by targeting the specific needs of TV and film productions. Wardrobe stylists and set designers are constantly searching for products like jewelry, accessories, and home decor. Pitching them directly provides a non-obvious path to getting your products featured on screen.

Contrary to the belief that product placement should be subtle, Bozoma Saint John asserts that integrations fail when they feel forced or unnatural. A brand's presence should be obvious but contextually appropriate, like someone drinking a Pepsi because they are thirsty, which makes it authentic and effective.

For character-based toys, the path to scale isn't just selling more dolls; it's creating a universe around them. Following the "Paw Patrol" model, toy brands should prioritize creating animated content (even short, AI-generated clips) that builds emotional connection. The toys then become high-margin merchandise for an engaged audience.

The success of events like the Daft Punk concert in Fortnite signals a strategic shift. IP holders will launch new brands within games first to build community, then expand to movies or TV. Games are now viewed as the most influential social platforms, not just secondary marketing channels.

The next marketing wave isn't chasing viral trends, which builds trend recall but not brand recall. Instead, brands must create immersive, episodic 'worlds' that function as standalone entertainment. This shifts the goal from grabbing attention to holding it through compelling, serialized content.