From chaos to control: how brand coherence underpins growth in the age of AI
The way brands are built is changing. The way customers discover them is changing, too. How should marketing and brand leaders respond?
Key takeaways
- From consistency to coherence: How leading brands are creating flexibility while staying themselves unmistakably.
- Making brands AI-ready: What changes when brands need to be understood and activated by both people and machines.
- The new brand operating model: How principles, people, technology, governance, and measurement can turn brand coherence into greater speed, scale, and ultimately growth.
New research from WARC and Cannes Lions, in partnership with Frontify, explores how brand building is changing in the age of AI — and why the ambition for modern brands is shifting from consistency to coherence. As brands are shaped by more people, across more channels and touchpoints, static guidelines and rigid consistency are no longer enough.
At the same time, AI is changing how brands are created, discovered, and experienced. As AI increasingly sits between brands and their customers, staying recognizable, trusted, and understood — by both people and machines — becomes even more critical.
Download our exclusive report to understand how to adjust your approach to brand building, where AI fits, and how to create a system that enables your brand to move faster without losing what makes it distinctive.