OM DETTA AVSNITT
We just came out of Creativity Week, and we sat in on three different webinars covering AI in branding, B2B marketing psychology, and why most creative briefs are broken. In this episode, Derek and Marc break down the 9 biggest takeaways — 3 from each session — and argue about a few of them along the way.If you're in marketing, brand strategy, or B2B, this one's packed with frameworks and stories you can actually use.WHAT WE COVER:Session 1: Stef Hamerlinck — The Future of Branding is Generative- Why the "sea of sameness" is turning into a "swamp of sameness" as AI floods every channel- The actual definition of AI "slop" (it's not just content you don't like)- Why the AI backlash online is louder than it is representative — and why people often can't tell AI from human-made content anywaySession 2: Why B2B Is Never Just Business- The real reason B2B buyers make "rational" decisions (hint: it's fear, not specs)- Why the feature war is a trap, and what to build instead (the Blackline Safety example is worth the listen alone)- Why playing it safe with creative is actually the riskier moveSession 3: "I'll Know It When I See It"- Why most creative briefs fail before the work even starts- How to replace "I don't like it" feedback with an actual evaluation framework- Why AI is great for getting unstuck but can't generate a genuinely original ideaWhether you were at Creativity Week or missed it entirely, this episode gives you the highlights and the conversation behind them.
