Brand as a concept isn't that complex. It's a good idea that compounds over time when executed consistently. AI is certainly helping with the consistency part—but a good idea is still hard.
It's now even harder because AI makes mediocre ideas irresistible. Why spend six figures and six months building your brand when you can generate something passable—even tasteful—with a few quick prompts for free?
It's not taste that we should be chasing. Transgressive filmmaker John Waters's call to arms is to break free of the "tyranny of good taste." Now that tasteful-but-forgettable brands are cheap and easy to generate, that tyranny is more oppressive than ever.
Instead, we have to be unpredictable. Creative professionals have always known that great ideas are unpredictable, and neuroscience confirms it: The brain is tuned to both notice and remember surprises. It registers predictable as forgettable. As AI's whole premise is being predictable, this is where we fit in the loop.
So how will we foster more unpredictable thinking? The same way we always have, but with more intention. Getting off the grid to hunt for new inspiration. Ditching recommendation algorithms. Muting comments and noise. Rewarding the hard work of creating good ideas.
A brand has to repeat one idea forever. To make it last, make it an unpredictable one.
