赵崇甫：在工具理性横流的时代，守护品牌的“人性内核”才是最高级的战略

Core Insights - The article emphasizes the growing importance of brand value in the age of AI, where technology enhances content creation but also intensifies brand recognition battles [1][2][4] Group 1: AI and Brand Dynamics - AI has lowered execution barriers in marketing, making it easier for anyone to create high-quality content, yet this has led to increased competition for brand recognition [2][4] - As algorithmic recommendations replace traditional channel dominance, brands become the key reference point for consumers amidst overwhelming information [2][4] - The effectiveness of products without brand strength diminishes in the face of AI's precise matching capabilities [2] Group 2: Human Judgment vs. AI - While AI can enhance marketing execution, it cannot replace the strategic judgment required for effective brand positioning [4][5] - Human decision-making is influenced by emotional resonance, cultural understanding, and value alignment, which are foundational to brand building [5] Group 3: Role of Brand Strategy Consulting - Brand strategy consulting firms gain importance as they translate consumer emotional needs into actionable strategies for AI [6] - These firms also play a critical role in forecasting cultural shifts and questioning the long-term sustainability of brand value in an AI-driven content landscape [7] - They help decision-makers recognize the human aspects of business, emphasizing the need for understanding and connecting with people [7] Group 4: Future of Brand Strategy - The intersection of technology and human insight is where the most disruptive innovations occur, suggesting that brand strategy should focus on fundamental human questions [8][9] - The mission of brand strategy consulting is to be guardians of human values rather than mere followers of technology trends [9][10] - Great brands are built on human emotional connections rather than algorithmic calculations [10]