Brand Narrative - GoKawiil

Marketing analysis argues brands must shift from controlling messages to guiding conversations

A commentary on brand reputation contends that the traditional marketing playbook—defining a message, building a campaign and pushing it to audiences—no longer works as intended. It argues that professionals should instead act as conveners and guides for brand narratives rather than attempting to control them outright.

fastcompany.com · 2026-09-28

Marketer proposes 'Tasteology' framework to counter AI-driven content sameness

An Entrepreneur contributor argues that as generative AI gives every company equal access to research, writing and design tools, marketing output is becoming indistinguishable across brands. To address this, they propose a discipline called 'Tasteology'—using accumulated human experience, cultural knowledge and critical judgment to decide what's actually worth publishing, framed through a model called HEJA (Human, Emotional Intelligence, Judgment, AI).

entrepreneur.com · 2026-09-09