AI-powered discovery is revitalizing the significance of brand equity, contrasting the previous dominance of performance marketing. Current changes, including diminishing intent signals from online searches and stricter privacy regulations, reduce the effectiveness of performance marketing. Building a successful brand requires consistency, a multichannel presence, and emotional resonance with customers. Key strategies include creating standout content to build credibility, maintaining a consistent narrative, and enhancing visual identity, all integral to expanding brand awareness and authority in a changing digital landscape.
Performance marketing has dominated the last decade, but the importance of brand equity is now rising due to AI-powered discovery and changing consumer behavior.
Success in brand building typically requires consistency, a multichannel presence, and emotional resonance to connect with prospects and customers.
The shift in online search behavior, with consumers using LLMs instead of keywords, has diminished traditional marketing intent signals, shifting emphasis back to brand.
Emerging privacy regulations and reduced cookie usage are limiting third-party signals, further undermining performance marketing tactics and highlighting the need for strong brand equity.
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