Core Insights - The article emphasizes the rapid changes in brand marketing driven by AI technology and the need for brands to adapt to these changes by finding their unique identity and core values [2][3][6]. Group 1: Trends in Brand Marketing - The next decade will witness the fastest changes in human history, with AI technology making "change" a norm and "stability" a rarity [2]. - Brands must focus on customization and emotional value to meet the increasingly fragmented interests and needs of consumers [2][3]. - In the era of algorithm fragmentation, understanding a brand's identity is more crucial than how others perceive it [3]. Group 2: Importance of Scenarios - The significance of scenarios in brand marketing outweighs that of demographics in the AI marketing era [6]. - Brands need to define their "core scenarios" and leverage AI to reinforce their market position [6]. - The interaction between brands and consumers is increasingly mediated by AI, which can recommend products based on specific scenarios [7][30]. Group 3: AI Marketing Infrastructure - Current AI marketing infrastructure consists of AI models that enhance decision-making efficiency and AIGC tools that improve content production [7]. - AI models are changing the way consumers make pre-purchase decisions, with scenario-based inquiries becoming triggers for brand recommendations [7][8]. Group 4: Brand Strategy in AI Era - Brands must view AI marketing as a long-term strategy rather than a short-term tactic, as inconsistent messaging can lead to negative consumer perceptions [12]. - Building a "trust asset" through consistent, high-quality content will be crucial for brands to succeed in AI marketing [34]. - Brands should focus on creating a "scenario-question vocabulary" to align their products with consumer inquiries in AI systems [33]. Group 5: Competitive Landscape for Emerging Brands - Emerging brands should identify their unique positioning and continuously reinforce it to build a competitive edge against larger brands with bigger budgets [28]. - The competition will increasingly revolve around establishing a "unique mental space" in the minds of consumers, which requires proactive efforts to register this space with AI [37]. Group 6: Future of Brand Marketing - By 2026, brand marketing will enter a "dual-track" era, focusing on both human emotional engagement and AI-driven logical persuasion [38]. - Successful brands will be those that can integrate emotional storytelling with rigorous data and evidence to gain AI's trust [38].

Core Insights - The report "Wind Rises Qingping - 2025 Brand Marketing Trends" by GroupM analyzes marketing trends for 2024-2025 based on a survey of 650 advertisers across 14 categories, highlighting a cautious approach to advertising investments due to the "revenue growth without profit" issue faced by many companies [1][2][3]. Group 1: Market Trends - The consumer market is undergoing a transformation, leading to a focus on efficiency in business operations and marketing strategies [10][17]. - Advertisers are increasingly cautious with their marketing budgets, opting for stability or slight adjustments rather than significant increases [29][31]. - The overall growth rate of retail consumption is projected to decline from 7.2% in 2023 to 3.5% in 2024, reflecting a more conservative consumer sentiment [29][30]. Group 2: Advertising Investment Strategies - Advertisers are expected to maintain or slightly increase their marketing budgets, with 43% anticipating no change in digital media spending for 2025 [30][34]. - The trend of cautious investment is expected to continue, with a significant portion of advertisers planning to reduce their spending [30][31]. - There is a notable shift towards outdoor media, with 28% of advertisers planning to increase their outdoor advertising budgets in 2025, up from 25% in 2024 [36]. Group 3: Industry-Specific Insights - Different industries exhibit varying levels of advertising investment, with some sectors like food and beverage increasing digital media spending significantly, while others remain cautious [23][25]. - The beauty and personal care industry faces intense competition, necessitating clear market positioning and targeted marketing strategies to stand out [49]. - The automotive and home appliance sectors are more conservative in reducing television media spending, reflecting traditional marketing beliefs [80]. Group 4: Marketing Challenges and Solutions - Advertisers are increasingly focused on improving marketing efficiency and effectiveness, with a growing emphasis on data-driven decision-making and performance tracking [51][60]. - The complexity of the marketing environment has led to a need for more comprehensive evaluation metrics, with advertisers considering multiple factors in their marketing strategies [37][60]. - The report identifies four main pain points for advertisers: execution efficiency, resource coordination, cost and risk control, and marketing insights for business expansion [60][62].