AI Did Not Kill the Brand. It Raised the Bar.
A short draft on why infinite content and automated function make the non-functional dimensions more valuable.
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[de] Draft essay
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AI did not make brand less important. It made weak brands more exposed. When production becomes cheap and content becomes endless, the market does not need more output. It needs stronger reasons to care, choose, trust, and return.
Function will still matter, but it will become harder to defend as a source of distinctiveness. The interesting work moves to the dimensions that cannot be generated on demand: belonging, transformation, and belief. These are not decorative emotions. They are commercial assets built through behavior over time.
The optimistic reading is that brand work becomes more serious. The lazy work will be automated. The demanding work - deciding what a company means and proving it - will become more valuable.