CONSISTENCY AND EFFECTIVE FREQUENCY WILL SAVE YOUR BRAND FROM EXTINCTION.
Most brand experiences will be delivered through AI by 2025. The only question is whether your brand will still exist.
Some perspective: When Ray Kroc walked into the McDonald brothers’ restaurant in 1954, he was taken aback with the efficiency and replicability of the facility. That evening “visions of McDonald’s restaurants dotting crossroads all over the country paraded through [his] brain.” McDonald’s lore never mentions what Kroc thought of the actual food, because he wasn’t selling food. He was selling consistency.
Kroc eventually fulfilled this dream, launching a franchise operation that spread McDonald’s all over the country at the same time the Interstate Highway Act was being passed. Just when Americans were hitting the roads in droves, Kroc was there with a dining experience that was consistent whether you were in Sacramento, Calif., or Durham, N.C.
Fast-forward to the present, and brand marketers have a similar opportunity. There has been a lot of talk about AI this year. Forget the nuts and bolts of the technology for a second. Pay attention to what your customers are doing. Today’s internet is a lot like American culture after the interstates were built: We’re scattering across a vast expanse of real estate and there are no discernible patterns in the chaos.
This story is from the January 8, 2018 edition of ADWEEK.
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This story is from the January 8, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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