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In the field of marketing, one of the biggest innovations [music] is the rise of mass advertising and brand
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management. In the [music] United States, mass production became a thing, mass distribution became a thing, and [music]
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mass advertising became a thing. Consumers, instead of buying from their local neighbor and buying a locally
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[music] made product, they were buying from large stores, from companies they didn't really know very well. And this
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practice of building a brand identity, building a brand [music] meaning structure, helped give some coherence,
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some familiarity, >> [music] >> and was a shortcut to building trust and differentiation in the marketplace.
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So, in this [music] mass era, what happens is that brands start to think of themselves not just as the products they
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sell, but as a bigger meaning structure [music] that sits on top of the products. Maybe the products even come
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and go, but the brand itself [music] is sustainable. Brands start to cohere into
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systems of meaning. Consumption [music] can be something I do to give myself meaning in my life. It can tell people
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who I am. It [music] can allow me to say the identity that I would like to create
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in the world. You get [music] companies like Procter & Gamble realizing that they can reach into these very
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fragmented local markets >> [music] >> and deliver very consistent, high-quality products that they suddenly
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have mass distribution access to. On the other side of mass distribution [music]
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is there are places to massively distribute. There are rising grocery store chains. Another piece around that
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is [music] the rise of these advertising agencies. They develop expertise in consumer insights. So, you get all of
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these [music] forces kind of coming together to create the opportunity for >> [music]
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>> a mass world in many ways. We've [music] had the rise of all sorts of new media available to us. At the
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same time that there are more media [music] than ever, those audiences have actually gotten re-fragmented in some
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ways. I can't reach everybody every day on television or radio. I'm [music] on a
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million channels and a million platforms all at once. And what that has done is required [music] marketers to become
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24/7 storytellers. They have to take the essence of their brand and [music] constantly be in creator mode.
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So, I think as we look into the future, I see a couple of key things [music] continuing and maybe scaling up. Brand
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and the brand strategic lens increasingly drives decision-making across [music] the organization. Brand
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becomes the lens for what might have otherwise been fairly siloed parts of the organization. That is, [music] I
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think, enhanced by and maybe challenged by the rise of AI. >> [music] >> And really making brands not just
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storytellers, but lived experiences. But in a world where AI creation maybe drives [music] up mistrust, concern
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about what is true and what's not true, brands that [music] can really speak to the use of these tools at scale with
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consistency [music] and coherency and do it in a way that continues to generate trust, I think [music] is what's most
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important. From my perspective, the idea that brands can [music] create and maintain trust at scale is
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really the heart of the innovation. And thinking about how to do that in an increasingly mistrustful world [music]
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with tools that can be used to further amplify mistrust feels really important for marketers.