THE BEST BRANDS MAKE THEMSELVES AT HOME

Summary from the TLDR Marketing newsletter

Brands are optimising for visibility when they should be building memory. As AI makes it easier to produce more content, physical brand objects can create lasting connections that digital ads often lack. The strongest objects are distinctive enough to identify without a logo, useful or emotionally meaningful enough to keep, and rooted in something the brand genuinely owns. Starting with what a brand can make rather than what content a channel needs can lead to fewer, more memorable ideas that generate organic digital content.