And the Award for AI Word of the Year Goes To… Tapestry

Lately, I’ve noticed something odd in branding. Every company is weaving its story into a “tapestry.” Yes, tapestry. It’s as if AI decided this was the magic word to convey elegance, complexity, and sophistication. Suddenly, every mission statement is a “tapestry of values” or a “tapestry of innovation.” If AI had a Word of the Year, tapestry would win by a landslide.

Streamlining or Stifling?

AI tools like ChatGPT and Bard are great at pulling in the perfect language to build cohesive narratives, but when every brand’s story uses the same polished script, we end up with a “tapestry” of sameness. It’s efficient, sure—but at what cost? When everyone’s leaning on the same digital playbook, we lose what makes each brand unique.

The Human Touch: More Than Algorithms

This is where true brand builders come in. AI can sift through data and suggest language, but real branding goes far beyond that. It’s not just about the words—it’s about talking to people at all levels, catching those offhand comments, reading body language in meetings, and understanding the CEO’s vision as well as the intern’s daily experience. That’s what brand builders like me do. We dive deep into the culture of a company, find its authentic character, and shape a narrative that reflects the people, not just the metrics.

Branding isn’t just plugging in keywords or relying on bots to tell you what a company stands for. It’s about connecting with the people behind the brand, capturing their energy, and understanding what drives them. That’s something no AI can fully replicate.

So yes, AI can help organize the threads, but it’s up to us to find the story that breaks the mold. Because in the end, nobody remembers a brand for the perfect “tapestry”—they remember the authentic story that resonates

How EV Brands Are Rewriting the Rulebook (and What You Can Apply To Your Brand)

Don't let the noise of the election cycle fool you. The EV revolution is here to stay. Despite a recent slowdown, the global electric vehicle market is poised for explosive growth, with sales projected to surge by over 20% in 2024. This isn't just a trend; it's a seismic shift that's transforming the automotive industry and offering invaluable lessons for brands in every sector. Forget horsepower. Today's most electrifying brands are fueled by purpose, community, and a radical new approach to storytelling.

Throughout my career, I've had a front-row seat to the evolution of some of the world's most innovative brands. From the tech giants of Silicon Valley to the global disruptors in finance and energy, I've witnessed firsthand the power of brand building, identity design, and compelling communication. But nothing has captivated me quite like the electric vehicle (EV) revolution.

This isn't just about swapping gasoline for batteries; it's about a fundamental shift in how brands connect with consumers. EV companies are pioneering a new era of authenticity, sustainability, and community-driven engagement, offering invaluable lessons for businesses in any industry.

1. Purpose Beyond Product: Why 'Why' Matters More Than Ever

"Consumers are voting with their wallets," says Sarah Lee, Chief Sustainability Officer at Patagonia. "They want to support companies that align with their values, and that starts with a clear purpose beyond profit."

The EV industry gets this. Tesla isn't just selling cars; they're selling a vision of a sustainable future, propelled by Elon Musk's infectious belief in technological progress. As Musk himself puts it, "When something is important enough, you do it even if the odds are not in your favor." This mission-driven approach resonates with investors and consumers alike, turning customers into passionate advocates.

BYD, the world's leading EV manufacturer by sales volume in 2023, takes a different tack. Their focus on accessibility and affordability democratizes the EV revolution. "Build Your Dreams" isn't just a slogan; it's a promise to make sustainable transportation a reality for everyone.

The Takeaway: Define your 'why'. What societal or customer-centric mission drives your brand? Authenticity is key. Consumers can spot a disingenuous purpose a mile away.

2. Innovation that Empowers: Bridging the Gap Between Cutting-Edge and User-Friendly

The EV space is a hotbed of innovation, but the smartest players understand that technology must be both groundbreaking and user-friendly.

Ford, a legacy automaker, has masterfully navigated this balance. By electrifying iconic models like the F-150 and Mustang, they've reassured their loyal customer base that going electric doesn't mean sacrificing performance or familiarity. "We're taking the vehicles people love and making them even better," says Darren Palmer, Vice President of Electric Vehicle Programs at Ford.

BYD, meanwhile, leverages vertical integration to drive down costs, making EVs accessible to a wider market. Their message is clear: innovation shouldn't be a luxury.

The Takeaway: Don't just innovate; make your innovations accessible. Simplify complex technology, educate your audience, and demonstrate the tangible benefits of your advancements.

3. The Rise of the EV Community: Turning Customers into Brand Champions

Forget Super Bowl ads. EV brands are harnessing the power of community to drive organic reach and build trust.

Tesla, with its fervent online following and army of "Tesla influencers," has mastered the art of user-generated content. "It's about creating a movement," says Matt Navarra, Social Media Consultant. "When your customers become your biggest advocates, you've tapped into something truly powerful."

Rivian, an EV startup focused on adventure vehicles, fosters a community of outdoor enthusiasts who share their experiences exploring the wilderness in their Rivian trucks. This creates an emotional connection between the brand and a specific lifestyle, turning customers into passionate brand ambassadors.

The Takeaway: Cultivate your community. Encourage user-generated content, facilitate storytelling, and empower your customers to become your most authentic marketers.

4. Transparency and Sustainability: More Than Buzzwords, They're Brand Pillars

In the EV world, sustainability isn't a marketing gimmick; it's a core value.

Polestar, a Swedish EV maker, publishes detailed sustainability reports, tracking their environmental impact with radical transparency. Volkswagen, a legacy automaker, has committed to carbon neutrality, aiming to make its entire production process sustainable by 2050. "Sustainability is not an option, it's an imperative," says Silke Bagschik, Head of Marketing and Sales at Volkswagen.

The Takeaway: Walk the walk. Consumers are savvy and demand accountability. Embrace sustainable practices and communicate your efforts transparently.

5. Content that Connects: Educate, Inspire, and Empower

EV brands are redefining content marketing. They're not just selling cars; they're educating consumers about the benefits of electric mobility, demystifying complex technologies, and inspiring a shift towards a more sustainable future.

BYD creates educational content that simplifies battery technology and addresses consumer concerns about range and charging. Rivian's experiential content showcases their vehicles in breathtaking outdoor settings, tapping into the desire for adventure and eco-conscious exploration. Ford leverages storytelling to connect its electric models to its iconic heritage, reassuring customers that they're not sacrificing performance or reliability.

The Takeaway: Diversify your content strategy. Educate your audience, create experiences, and tell stories that resonate on an emotional level.

6. The Power of Storytelling: Humanizing Technology, Igniting Emotion

"Stories are the currency of connection," says Donald Miller, CEO of StoryBrand. "They're how we make sense of the world and how brands build relationships with their customers."

Ford tells a story of heritage and evolution, showcasing how their iconic vehicles have adapted for a sustainable future. Tesla weaves a narrative of innovation and disruption, inviting consumers to join a technological revolution.

The Takeaway: Craft compelling narratives that humanize your brand and connect with your audience on an emotional level.

7. Influencer Marketing 2.0: Authenticity Over Reach

EV brands are moving beyond celebrity endorsements and partnering with niche influencers who genuinely align with their values and resonate with their target audience. Rivian collaborates with environmentalists and outdoor adventurers, while Tesla benefits from the support of tech enthusiasts and automotive bloggers.

The Takeaway: Choose influencers who embody your brand values and connect authentically with your target audience.

The Electric Future is Now

The EV industry is a microcosm of the future of branding. It's a world where purpose, community, and authenticity reign supreme. By embracing the lessons of these electric pioneers, companies in any industry can build brands that are not just relevant today but prepared for the challenges and opportunities of tomorrow.

In the ever-evolving world of branding, the concept of a "living brand" emerges as a beacon of innovation and responsiveness. A living brand is akin to a sentient being; it possesses the ability to sense, empathize, decide, act, and evolve. It is adept at gathering and processing data to understand and respond to customer needs, recognize emotions, make valuable decisions, and learn from past outcomes to enhance future outcomes.

Living brands excel in real-time performance. They interact with customers based on individual attributes, values, and personalities, thus making the brand experience feel genuinely alive. They leverage digital media, AI, and every possible customer touchpoint to engage in more personalized and dynamic ways.

Living brands embody authenticity in every aspect of their business both internally and externally, showcasing their core values in all operations and interactions. Their strength lies in their values, character, pride in their mission, and relentless commitment to continuous learning and information gathering.

Living brands are characterized by their dynamism. They actively engage with their environment, evolving with social changes and trends. They are not static entities but are akin to ever-evolving creations that strive for progress and inspire others. Sustainability is integral to living brands, recognizing the importance of responsible growth and operations.

Living brands do not operate in a vacuum. They respect the broader context of their existence, connecting with other brands and individuals who share similar missions. They are acutely aware of the political and socioeconomic climate and aim to spark passion in others through education and solution-oriented approaches, often with the goal of making the world a better place.

"A living brand is akin to a sentient being; it possesses the ability to sense, empathize, decide, act, and evolve."

Apple: On the Verge of Becoming a Living Brand

Apple, the world's most valuable consumer technology brand, is on the cusp of transitioning from a coveted device maker to a living brand. This transformation would see Apple continuing to become an even more integral part of people's lives, dynamically responding to their needs and aspirations while ensuring its commitment to sustainability, privacy, and ethical manufacturing.

For instance, the Apple Watch exemplifies this shift. It wakes users with a melody tailored to their sleep quality and stress levels, acting more as a wellness companion than a mere device. However, the Watch still falls short of the living brand ideal due to its need for user input and interpretation, unlike a true living brand that would predict and adapt seamlessly. It's on a trajectory to do this, but it's not quite there.

Apple Fitness+ and HomeKit show strides towards this new era of branding. Fitness+ suggests workouts, and HomeKit is evolving into a smart ecosystem where devices intelligently react to user habits. However, they still lack the deep learning and anticipatory adjustments necessary for a brand to be truly 'living.'

Apple's commitment to sustainability, privacy, and ethical manufacturing aligns with the ideals of a living brand. The challenge for Apple lies in balancing its closed ecosystem with the need for a more open, collaborative approach, that is characteristic of living brands.

To fully embody a living brand, Apple must enhance its ecosystem to be more intuitive and seamlessly integrated into users' lives, ensuring that its suite of products and services anticipates and responds to user needs in real-time.

"Living brands embody authenticity, showcasing their core values in all operations and interactions."

Microsoft: Poised for Transformation

Microsoft is on a transformative journey from being a tech giant to a living brand—a brand that senses, empathizes, decides, acts, and evolves alongside its customers.

Imagine a world where every Microsoft product, from the versatile Teams platform to the immersive Xbox console, is not just a tool or a device but a responsive, intuitive entity. These products would go beyond functionality; they would understand your emotions, anticipate your needs, and adapt in real-time to your changing circumstances. The essence of a living brand lies in this dynamic adaptability, where the brand experience feels alive, pulsating with the rhythm of digital innovation and human insight.

Microsoft's transformation into a living brand is more than just an upgrade in technology; it's a shift in ethos. It's about embedding core values of sustainability, ethical sourcing, and inclusivity into every aspect of its business. This transformation means Microsoft's products wouldn't just serve users; they would learn from them, grow with them, and inspire them.

As a living brand, Microsoft would actively engage with its surroundings, evolving with social changes and trends. Its operations would be a canvas for progress, painting a future where technology and human aspirations coexist in harmony, connecting with people not just as customers but as human partners in a shared mission.

"Becoming a living brand demands authenticity, continuous learning, and an approach that honors environmental and societal contexts."

Google: Navigating the Path to Living Brand Status

As Google embarks on its journey to become a living brand, it envisions a future where its vast array of services and platforms evolve from mere tools of convenience to entities that dynamically interact with users.

Google's services, including Google Workspace, Search, Maps/Waze, Bard, and Google Home among others, show significant potential for evolution towards a living brand. Imagine a Google that not only responds to search queries but anticipates the information you need before you even ask. Imagine when you say "Hey Google" it responds with intelligence and understanding of who you truly are, instead of just looking for commands and subpar responses. It's close to this already for sure, but it could leverage AI in more advanced and subtle ways across services like Maps, Assistant, and its advertising platforms, providing deeply personalized and proactive user experiences.

Google's role as a living brand would entail a deeper commitment to not just innovating but also understanding and empathizing with user needs, cultural shifts, and global challenges. This would involve integrating sustainability, ethical AI use, and inclusivity into every facet of its operations, transforming from a search engine and tech company into a brand that actively shapes and responds to the societal landscape.

In essence, for Google to fully become a living brand, it needs to transcend its current state as a digital giant to become a more adaptive, responsive, and ethically engaged entity in the lives of its users and the global community.

"Living Brands actively engage with their environment, evolving with social changes and trends."

Amazon: Charting Its Course Towards Living Brand Status

Amazon's journey towards becoming a living brand showcases its potential in personalizing and integrating services for an enhanced user experience. Amazon Prime's diverse services, from ultrafast grocery delivery to Prime Wardrobe, indicate a focus on individual customer preferences. Prime Video and Amazon Music personalize entertainment options, aligning with the living brand ethos.

Alexa's evolution into a proactive assistant using deep learning algorithms could further personalize user interactions. Though currently reactive, the potential for Alexa to anticipate needs based on user behavior is significant.

AWS, with its vast computing resources, could offer predictive analytics and sustainable cloud computing, aligning with the living brand values of innovation and environmental responsibility.

The integration of these services, driven by AI and IoT, would enhance Amazon's journey towards a living brand. This includes predictive capabilities in Prime and dynamic responsiveness in Alexa and AWS, all underpinned by ethical data use and sustainability. Amazon's strategic shift towards anticipatory and personalized services will be pivotal in its evolution into a truly dynamic, user-centric brand.

"A living brand excels in creating a deeply personal bond, where each customer interaction is not just a transaction, but an empathetic, adaptive conversation."

Tesla: Moving Towards a Living Brand Future

Tesla's journey as a potential living brand is a captivating tale of innovation, customer empathy, and global responsibility. Tesla's strategy aligns closely with the living brand concept, focusing on sustainability, cutting-edge technology, and a deep connection with customer needs.

Tesla's vehicles, equipped with advanced technology like Autopilot, demonstrate a commitment to understanding and responding to customer needs, resonating with environmentally conscious consumers and tech enthusiasts. The over-the-air software updates, enhancing features, or fixing issues, exemplify Tesla's commitment to real-time responsiveness and continuous improvement.

The authenticity of Tesla's brand, heavily influenced by Elon Musk's charismatic leadership and vision for sustainable energy, aligns well with its mission and values, reflecting a strong commitment to continuous learning and innovation.

Tesla's emphasis on sustainability is at the core of its ethos, driving its product development and operations. Its mission to transition the world to sustainable energy is reflected in its product lines, resonating with the living brand's commitment to responsible growth.

Tesla's global expansion and community-building efforts among its users foster a sense of belonging and shared mission, enhancing its standing as a living brand. Tesla's journey towards becoming a living brand is marked by its visionary approach, innovative products, and commitment to sustainability and customer experience.

"Living brands thrive under leaders who fuse vision with action, inspiring progress and authenticity in every brand interaction."

Living Brand Rankings For Apple, Microsoft, Google, Amazon, and Tesla

1. AI and Data Utilization: Google: 5 - Amazon: 4 - Microsoft: 4 - Apple: 3 - Tesla: 3

2. Customer-centricity and Personalization: Amazon: 5 - Apple: 4 - Google: 4 - Tesla: 4 - Microsoft: 3

3. Adaptability and Responsiveness: Tesla: 5 - Google: 4 - Apple: 4 - Amazon: 4 - Microsoft: 3

4. Sustainability and Ethical Practices: Tesla: 5 - Apple: 4 - Google: 4 - Microsoft: 3 - Amazon: 2

5. Innovation and Future-Readiness: Google: 5 - Apple: 5 - Microsoft: 4 - Tesla: 4 - Amazon: 3

Overall Living Brand Ranking:

1. Google: 22

2. Tesla: 21

3. Apple: 20

4. Amazon: 18

5. Microsoft: 17

• Google emerges as the frontrunner to become a truly living brand, excelling in AI and data utilization, innovation, and adaptability.

• Close behind are Apple and Tesla, both demonstrating strong commitments to customer-centricity, sustainability, and future readiness. Apple's seamless integration across its product ecosystem and Tesla's dedication to sustainable innovation are particularly notable.

• Amazon, while strong in customer personalization, needs further development in sustainability to fully embody living brand principles.

• Microsoft, though lagging slightly, shows promise with its AI partnerships and business solutions. These rankings highlight the evolving landscape of branding, where adaptability, customer engagement, and ethical practices are key to becoming a living brand in today's dynamic world.

Conclusion

The concept of "living brands" symbolizes a revolutionary shift in branding, embodying a sentient-like ability to interact and evolve with customers. These brands excel in dynamically responding to customer needs, leveraging AI and digital media for enhanced personalization. They represent more than just products or services; they are ever-evolving entities driven by strong values, continuous learning, and a commitment to sustainability and ethical practices. Living brands understand the importance of their role in the broader societal and environmental context, striving not only for business success but also for making a positive impact in the world.

#LivingBrand #BrandInnovation #DigitalTransformation #CustomerCentricity #SustainableBusiness #TechTrends #AIinBusiness #Apple #Microsoft #Amazon #Tesla #Google #ChatGPT #Ai

Jon Cronin is a brand identity leader and digital innovation pioneer, focused on branding and content strategies in the age of AI. Get in touch!

"Here's to the crazy ones…”

The pursuit of crazy ideas is much needed In our current world of copy and paste.

How many times have we heard companies say they want to be like Apple…

They want to look like Apple.

They want to sound like Apple.

They want to be Apple.

What truly defines Apple and similar innovators isn't just aesthetics or branding. It's about a cultural mindset that embraces the unknown and outlandish ideas.

This ethos, captured in Apple's famous 1997 manifesto by Lee Clow, Rob Siltanen, and the TBWA\Chiat\Day team, intersects with 'crazy enough' thinking in innovation and leadership."

“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

It’s time to be Apple by being crazy enough to be different than Apple.

Steve Jobs - "Here's to the crazy ones..." by Steve Jobs

Visionary Narratives: Your Brand’s Identity in 2024

The most captivating brands transcend the ordinary; they don't merely conduct business – they weave authentic stories that embody their core identity and future ambitions in every narrative thread. Their success lies in a story deeply rooted in interconnectedness, ensuring that every aspect of the brand's evolution is thoroughly understood and embraced at every level, from the C-suite to the frontline. This synergy between internal culture and external branding is pivotal, acting as a multiplier and elevating the brand to new heights.

 As we enter 2024, the brands that stand out are those embracing trends that align their internal values with impactful external narratives.

Here's how successful brands are weaving these trends into their stories:

Trend 1: Ethical Use of Data and Transparency

 In an era where data privacy is paramount, DuckDuckGo sets a gold standard in trust, not just as a search engine but as a champion of user privacy. This approach is crucial for brands aiming to build trust through transparent and ethical data practices.

• How It Could Look: A finance app's story focuses on revolutionizing personal finance with a staunch commitment to user privacy, changing how people interact with their money.

Trend 2: Interactive and Immersive Experiences

Oculus is redefining engagement by immersing users in virtual experiences that go beyond traditional marketing, signaling a shift towards more interactive and memorable brand interactions.

• For Example: A retail brand creates an immersive VR shopping experience, allowing customers to try products in a virtual space, transforming the traditional shopping narrative.

Trend 3: Nostalgia Marketing with a Modern Twist

Levi’s combines nostalgia with sustainability, creating a narrative that bridges generations and connects a rich heritage with modern values. This blend is key for brands looking to evoke emotion while remaining contemporary.

• For Example: A music streaming service reintroduces classic albums with enhanced modern sound quality, weaving stories of musical heritage with the latest audio technology.

Trend 4: Localizing Global Issues

Patagonia's narrative skillfully combines global environmental advocacy with local action, showcasing how brands can resonate both globally and locally by addressing pertinent issues.

• For Example: A global beverage brand adapts its sustainability efforts to different locales, tailoring its environmental impact stories to various communities.

Trend 5: Mental Health and Wellness

Lululemon extends beyond fitness apparel to encompass mental wellness, reflecting a growing trend where brands are integrating mental health into their narratives and offerings.

• For Example: A wellness brand focuses on products that support mental health, intertwining physical and mental well-being in their story. Dive deeper into mental health in branding

Trend 6: Embracing the Gig Economy

Lyft champions the gig economy lifestyle in their narrative, reflecting the growing trend of brands aligning with the flexibility and independence of modern workforce values.

•  For Example: A co-working space brand tells a story of creating dynamic environments for gig workers, emphasizing community and flexibility.

Trend 7: Blockchain for Brand Transparency

Everledger demonstrates how blockchain can build consumer trust, particularly in ensuring product authenticity and ethical sourcing, guiding brands towards more transparent practices.

•  For Example: A jewelry brand uses blockchain to trace the ethical sourcing of their materials, weaving a story of innovation and trust.

Trend 8: Mental Fitness and Cognitive Health

Headspace leads the way in promoting mental and cognitive well-being, reflecting a trend where brands focus on holistic health in their products and services.

•  For Example: A corporate wellness program incorporates initiatives to improve employee cognitive health, positioning itself as a leader in workplace mental fitness.

Trend 9: Hyper-Localized Content

Zomato excels in creating content that resonates with diverse local cultures, illustrating the importance of hyper-localization in global brand strategies.

• For Example: A fashion brand crafts a story around designing collections inspired by sustainable local trends, celebrating global diversity in fashion.

Trend 10: Silent and Minimalist Branding

MUJI’s minimalist design and branding stand out in an information-saturated world, showing the power of subtlety in brand communication.

•  For Example: An electronics brand adopts a minimalist approach (like Nothing) in product design, telling a story that highlights the elegance and simplicity of their technology.

 In 2024, these trends offer a pathway for brands to create narratives that resonate deeply with their audience, aligning internal vision with external messaging and forging a path to enduring success and relevance.