The brand is the sum of all consumer touchpoints, from social media to customer service hold music. Since the CEO oversees the entire company's engagement with the public, they are fundamentally responsible for the brand, not just the CMO who traditionally handled advertising.
Brands now appear in social feeds right next to friends and family. This context shift makes consumers subconsciously expect the same things from brands as they do from people: a sense of humanity, awareness of current events, and a clear set of values. Companies didn't choose this role, but must now fill it.
Framing brand discussions around abstract 'creativity' can exclude CEOs, who may view it as a specialized, inaccessible field for 'people with cool t-shirts.' Instead, focus the conversation on core brand principles and what the company stands for—a strategic discussion CEOs are well-equipped and eager to have.
AI models are designed to find the most common, expected outcome based on vast data. True creative breakthroughs, however, come from identifying the unexpected, counter-intuitive exception. AI can scale production and iteration, but the core human ability to go against the grain remains irreplaceable.
During major events like the World Cup, Nike deliberately avoids focusing on what competitors like Adidas are doing. The principle is that obsessing over rivals allows them to dictate your positioning. The better strategy is to have conviction and focus entirely on the truest, best expression of your own brand.
Brands can no longer rely on scheduled campaigns. The rise of digital and social media means companies are in a continuous, 24/7 dialogue with consumers. This demands a shift from a campaign-launch mindset to one of perpetual brand management and engagement.
During times of high prices and economic uncertainty, consumers respond more to value-forward, practical messaging than to lofty, ideological brand campaigns. The current 'street fight' for consumers favors solving immediate problems over taking abstract creative risks.