Most founders ask for a brand formula. The smart ones ask for a feeling.
Red Antler’s JB Osborne has helped shape some of the most iconic consumer brands of the last twenty years. At Collective Future, he explained why vibes are the key to ROI in the age of AI.
Here are a few takeaways from the conversation:
+ In a world of dupes, inflation, and infinite TikToks, consumers increasingly value durability
JB referenced a study Red Antler recently commissioned that found that consumers from Boomers to Gen Z were making purchasing decisions more based on a perception of durability than price. Customers burned by companies pumping out products that don’t live up to their brand promise are willing to pay for something nice so they don’t have to pay twice.
+ Authenticity Matters, Even for Humans
According to JB, buyers are a bit hesitant about celebrity influencers. When a brand partnership clearly reeks of a cash grab, potential customers are put off, even though everyone involved is 100% human. Paid endorsements can be as soulless as anything an AI can churn out.
+ AI is here, but not evenly distributed
When asked about the tactical use of AI in the brand-building world, JB said, “AI is raising the floor, but hasn’t yet raised the ceiling.” Some brands are going all-in and firing creative teams and letting GPT handle the voice. Others are using AI to deliver hyper-personalized experiences. Some are making a brand out of being proudly human-made. The first truly “native AI” brand hasn’t landed, yet, but when it does, it may not look like the glossy experience we’re expecting.
+ Brand Building = 90% Therapy + 10% Branding
The best brands don’t emerge from moodboards, trend forecasts, or quirky fonts. They come from clarity, courage, and consistency. As JB put it: “You’re ready to build a brand when you’re ready to take a stand in the world.” Great brands are as much about what you choose to say as the way you say it.
TL;DR: Consumers want to buy from brands that tell a story, echo a heritage, convey cultural texture, and deliver on quality. If you’re not thinking about your value prop and its attendant vibe does these jobs, your competitors might.
