Ad Age Marketer's Brief What marketers need to know about branding AI tools effectively
Dec 11, 2024
David Placek, the founder of Lexicon Branding and an expert in brand naming, shares his insights on effectively branding AI products. He discusses the tension between short-term gains and long-term brand identity, emphasizing the need for emotional engagement to build credibility. Placek urges marketers to avoid simplistic names, advocating for more descriptive terms that convey product value. He warns against 'AI washing' in marketing claims, highlighting the risks of overused jargon that can dilute brand meaning, reminiscent of the dot-com era.
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AI Hype Backlash
- Generative AI hype is decreasing, impacting brand credibility.
- Consumers are disillusioned, except for potential healthcare applications.
Branding in the Age of Disillusionment
- Under-promise and over-deliver with AI products.
- Incorporate human elements in branding, like "co-pilot," not just "pilot."
Beyond "Assistant"
- Consumers view "assistant" as a baseline, not intriguing, due to tools like Siri.
- They expect more from AI but haven't experienced the promised revolution yet.