In the AIGC (generative artificial intelligence) era, if enterprises want to develop good brand strategies, they must find fundamental breakthroughs from the transformation from "scarce content → scarce meaning".
1. Transformation of underlying logic: from content is king → meaning is king
In the era when AI can generate pictures, videos, and sounds in batches, "content" itself is no longer scarce, and brands must focus on: "Who are you" + "Why do you exist" + "Your emotional connection with humans". This means that brand strategies must rise from "making content" to "building a meaning system + establishing a connection mechanism + shaping long-term memory symbols".
2. Five core brand strategies (AIGC era)
1. Upgrade the brand meaning system: refine non-functional spiritual values, and use a brand anchor phrase "AI can't say, but users will remember".
2. Minimum brand symbol mechanism: Extract reusable "visual atomic units" and "language atomic units" to form a visual closed loop (color/line/IP/action) that can be recognized without a complete logo
3. Brand personality IP: Create anthropomorphic characters (such as AI assistants, brand managers, virtual images), use AI-generated content as "personality material extension" rather than simple material stacking, so that consumers "follow the role" rather than "remember the brand name".
4. AI generation collaborative mechanism design: clarify the brand semantic boundaries, aesthetic unity system, and content scene value retained by the brand in the AI generation process.
5. Content production turns to "emotional connection points": abandon the KPI thinking of "making content" and turn to building a user emotional release field, driving content viral transmission with "sense of participation/mirror/role"
III. Practical suggestions for enterprises
Strategic level: sort out the meaning of the brand's "long-term irreplaceable by AI"; establish a brand prototype archive (character, situation, language, vision)
Landing level: build an "AI brand central system": prompt + scene + symbol template library; the content team transforms into a "story + mechanism designer", not a "picture and text porter"
Technical level: customize the brand's exclusive AI visual style model and AI content management system.
In the AIGC era, it is not "will AI replace the brand", but: "Brands without meaning will be replaced by AI; brands with emotional mechanisms and symbolic language can be amplified by AI.
