Let's talk branding

Before I take the stage at the Tectonic conference tomorrow, I wanted to share this with you first: a sneak peek of my new keynote on the future of branding. It’s a look at how I see brands evolving in the age of generative AI, and the two very different futures we might be heading toward.
I hope it gives you a few sparks of inspiration before the world sees it on stage.
Would love to hear your thoughts: are we cooked? Or cooking?


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

Recently, I got caught in a bit of a storm. People on YouTube got angry about the use of AI footage in my recent documentary on brand mascots. “AI slop! I’m not watching this stuff!” It got me wondering (some great comments in that LinkedIn thread) about what the future for brands would be like. Enter: Joe Burns, who’s been dropping the most insightful and amazing flipbooks on LinkedIn.
Joe did not disappoint, we had a fascinating conversation about the impact AI has on brands, creative teams, the agency world, content creation, and the strategy behind it.
Joe brings a fresh perspective to the table, or as he likes to call them, ‘strategic cold cuts’. There is no playbook for the future, but Joe is giving us some handles to think about what’s coming, and I’m grateful for it.
What do you think? Is the sloppening upon us? Let me know by replying to the email or commenting on Substack.



This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

In this episode, Dan Salkey is back on the show to talk about their latest research paper called ‘Entertain or Die’. This is the second round and this time Dan shares some new insights on how to actually build an entertainment brand.
Important links
* You can find the full report here.
* Find Dan on LinkedIn here



This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

Hey everyone! Super happy to kick off a new season with more brand-building legends and insights.
In this conversation, I chat with Damian Borchok, Managing Director of Koto for the Asia Pacific region. A conversation sparked by a great article on Koto ‘s newsletter, We discussed the nuances of branding, rebranding, and brand refreshes. Damian emphasizes the importance of understanding the value of a brand and the strategic decisions behind rebranding efforts. Through various case studies, including Walmart, Burger King, Bolt, Tropicana, and Jaguar, Damian explores the complexities of brand identity, market signals for change, and the execution of branding strategies. He highlights the need for brands to evolve while maintaining their core identity and the significance of research in understanding brand equity.

Takeaways
* A brand refresh can be a missed opportunity if not executed boldly.
* Rebranding should consider both visual identity and communication strategy.
* Longevity of a brand does not guarantee its equity in the market.
* Brands must align their internal culture with their branding efforts.
* Research is crucial in identifying valuable brand assets.
* Market shifts can signal the need for a rebrand or refresh.
* Effective branding requires a long-term commitment, not just a one-time campaign.
* Brands should avoid generic approaches and strive for distinctiveness.
* The execution of a brand rollout is as important as the design itself.
* Successful rebranding can lead to significant market advantages.



This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com

In this episode, we have a good (loyal?) friend of the show back for a second round: John Lyons.
Important links
* John on LinkedIn
* John’s new YouTube show ‘Bin Juice’



This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit labmarcel.substack.com