I’m not against AI, but…

The future belongs to strong brands with a clear stance.
Brands that are distinctive and unique. Brands that can be experienced and that build trust through their authenticity, both internally and externally. Consistent across all channels, with the same identity and the same voice. And being authentic doesn’t always mean being perfect; it means trying things out, not conforming to the norm, but consistently trusting in your own stance.

Standing by this stance in a volatile, rapidly changing world. Tomorrow too, so that trust doesn’t crumble, but continues to grow.

For years, we have emphasised the value of customer-centricity – which means nothing other than listening to the customer, whether B2C or B2B, recognising their needs and responding to them with empathy, intelligence and emotion. We have successfully used storytelling – in all its forms – as the key to a targeted approach.

A strong brand must continue to be something we humans can experience in the future; that is its value. It must move us, inspire us; it must be desirable. That is why it must be designed, shaped and developed by people.

I am by no means opposed to AI. I am in favour of it where it supports us, leaving us more time to use our knowledge, our experience and our empathy to shape brands for the future. Sometimes with nothing more than a pen, a sheet of paper and our brains.