Summary of Key Points
This article highlights the "dilemma" in current corporate brand building: on one hand, businesses focus more on short-term metrics such as traffic and conversions (e.g., live streaming sales, viral videos) in their daily operations, neglecting the long-term value of a brand as an asset in consumers' minds; on the other hand, AI has lowered the barriers to content creation, giving companies what seems like an "infinite content team," but the proliferation of mediocre content can blur brand identity. The article argues that the essence of a brand is its "probability of being chosen" by consumers—being remembered and preferred when needed—not a directly controllable symbol or piece of content. Platform-based metrics that emphasize immediate results further narrow the focus on the brand's long-term potential. In the AI era, what truly makes a brand valuable is its "authenticity" and "human touch"—which requires companies to reconnect with their customers, embrace trial and error, and maintain a long-term commitment to securing a unique place in consumers' minds.
I. AI Creates an "Infinite Content" Dilemma for Brands
AI has made content creation as easy as printing flyers: a product profile can generate advertising copy, video scripts, and live streaming dialogue; a single image can be used in dozens of scenarios, and digital avatars can broadcast 24/7. However, this increase in content does not necessarily lead to more attention from consumers. Brands once worried about having nothing to share; now they worry that even with plenty of content, consumers still don't recognize them.
Why? Because AI solves the problem of quickly producing content, but brands need to address the issue of making themselves desirable choices for consumers. For example, if you use AI to generate 100 product features, none may highlight what sets your brand apart, leaving consumers with the impression that it's just another sales pitch and unable to remember your brand.
II. Brands Are Not Determined by Companies, but by Consumers' Memories
Many companies mistakenly think a brand consists of a logo, ads, or PR materials, but in reality, a brand is the memory consumers have of you: being seen, remembered, and chosen when needed. This is the true value of a brand asset.
For instance, unbranded products can still be sold if they are cheap; consumers may buy them on the spot but not remember the brand next time they need it. A brand's role is to increase the likelihood of being chosen among similar options—when prices are similar, consumers trust a known brand and turn to it directly.
The "failure" of a brand is not about being criticized, but about being completely forgotten by consumers. No amount of AI-generated content can establish a clear connection if it doesn't create a memorable association (e.g., associating your brand with a particular quality like "cheese foam in milk tea").
III. Platform Data Turns Brands into "Instant Report Cards"
Current content-based e-commerce platforms link "sharing" to "selling": a video serves both as advertising and product display, and live streaming combines awareness-building with sales. The immediate data provided by these platforms (view counts, conversion rates, sales) are tempting, leading companies to focus on short-term metrics rather than whether consumers will remember the brand in the long run.
For example, an exaggerated ad copy might boost click-throughs, but it can make consumers feel disingenuous; a controversial live stream might generate immediate sales but damage trust. Data only shows what consumers do today, not how they perceive the brand later on. Focusing solely on short-term data traps companies in a cycle of buying traffic, selling products, and then buying more traffic, failing to retain customers.
IV. In the AI Era, Brands Compete for "Authenticity" and "Human Touch"
When all brands use AI to create standardized content (high-quality images, perfect copy), the perceived "professionalism" becomes less valuable. Consumers prefer content that feels genuine and authentic.
What makes something authentic? It's not about using fancy filming techniques; it's about the credibility of the information provided—e.g., showing that employees have experienced the products or understand the production process. What gives a brand a human touch? It's about having real people responsible for decisions and responding to mistakes, rather than artificial kindness created by AI.
These qualities cannot be replicated by AI; they must come from within the company: allowing content creators to interact with products, customers, and after-sales services; encouraging experimentation (even if some ideas fail); and leaders taking responsibility for critical issues.
V. The Ultimate Battle for Brands: a Unique Place in Consumers' Minds
While content can be unlimited, space in consumers' minds is limited. The ultimate goal of brand building is to secure a permanent place there.
AI can mimic a company's voice but cannot make strategic decisions on behalf of it. For instance, an outdoor brand that claims to "love nature" may still damage its image by setting off fireworks in fragile ecosystems. Long-term consistency means making the same choices (e.g., always prioritizing customer experience and quality over short-term profits) even when faced with similar challenges.
In the end, a brand is about building a relationship with consumers through products and content. This relationship is something AI cannot replace. The essence of brand building remains unchanged: it's about connecting with people on a genuine and long-term basis, not being misled by the abundance of content or immediate data.