Core Insights - The core logic of brand positioning remains unchanged in the AI era, as human decision-making is still the ultimate factor [1][5] - The essence of a brand is to provide perceivable and trustworthy value signals to customers [4] Information Costs and Brand Value - The first principle of branding is to reduce information costs [2] - 70% of GDP consists of transaction costs, with 70% of those being information costs, highlighting the significant impact of information asymmetry on communication, trust, and decision-making in the business world [3] Social Consensus and Brand Strength - AI can accurately target customers but cannot create social consensus, which is the core moat of strong brands [6][7] - For a brand to become "hard currency" in social scenarios, it must rely on publicly visible media to build social consensus [8] - The cognitive tacit understanding that requires no explanation is a manifestation of social consensus reducing information costs [9] Trust and Decision-Making in the AI Era - In the AI era, phenomena like information echo chambers and social polarization intensify, leading users to rely more on broad social consensus for brand trust [10] - Strong brands can effectively break down information barriers through public media exposure and credible third-party endorsements, serving as "trust shortcuts" in user decision-making [10] Brand Longevity and Market Dynamics - Brands like Moutai and Haidilao can withstand market cycles because their social consensus is deeply ingrained in consumer minds, which AI cannot replace [11] - AI is not the "terminator" of brand positioning but will accelerate industry differentiation, with strong brand values likely to increase while weaker categories may be overtaken by private labels or store brands [12][13]
AI时代还需要品牌定位吗？｜天图投资CEO冯卫东