What you remember about your brand is a rumor
I asked an AI assistant to draft this article.
Before writing a line it read my notes and found a rule I wrote three weeks ago: a phrase I am fond of, one I use in talks, is banned from anything a client reads.
The test is simple.
Would someone with a small budget repeat it to a business partner on the phone without asking what it means? They would not.
The phrase was sitting in the brand brief the assistant had just received. It is not in this article.
I wrote that rule. I agreed with it. Three weeks later I would have broken it, because I was deciding from what I remembered of my own brand.