CLOCKING OUT key challenges faced by decision-makers and the business trends we ’ ll see in 2025 – to help you plan a robust brand strategy for the next 12 months .
The rise of unified brand storytelling
Generative AI has sped up the creation of content exponentially , which has led to a huge increase in the amount of content available to us . This , in turn , means that audiences are being bombarded with more information on a daily basis and are becoming more selective in the content they digest .
For brands to cut through the noise and get noticed by their customers , it is important for them to not only deliver valuable information , but to ensure consistency across their messaging . A unified brand narrative will help to build trust and credibility , ensuring that every interaction reinforces their core values and helps make them more memorable .
With 83 % of decision-makers finding inconsistent messaging highly annoying , the need for a cohesive brand story is clear . As Simon Kahn , VP of Marketing at Google APAC , says in his marketing predictions for the decade ahead : “ Marketers will have an expanded calling to help the company tell a consistent story everywhere , all the time ”.
Balancing automation with authenticity
B2B brands have been quick to shout about their new AI capabilities over the last couple of years , however continuing to do so could do more damage than good in 2025 . Not only are we seeing more articles on the subject of AI-generated deepfakes , which is likely eroding trust in the technology , but a developing trend of AI fatigue also suggests that people are become irritated with the sheer amount of media coverage on the subject .
More importantly though , if every brand is shouting about AI , it is having a considerable impact on how much they can differentiate themselves from their competitors .
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