Let's talk branding Is the Sloppening upon us? The rise of Gen-AI and what it means for brands.
May 26, 2025
In a thought-provoking discussion, Joe Burns, a strategist at Quality Meets Creative known for his innovative LinkedIn flipbooks, dives into the chaotic intersection of generative AI and branding. He introduces the concept of 'The Sloppening,' critiquing the industry's obsession with metrics over meaningful objectives. Joe emphasizes how AI can liberate creativity but also warns of the resulting 'slop' in content. He also explores the need for agencies to adapt to AI's influence while stressing the importance of perspective and personality in effective advertising.
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Origins Of The Flipbooks
- Joe Burns started making strategic flipbooks on LinkedIn because he wanted to apply strategy principles to strategy itself and to get ideas out quickly.
- He used generative tools and visual work to explore abstract vibes before crystallizing ideas into statements.
AI Mirrors Nonlinear Creativity
- Generative AI lets Joe prototype visual worlds that reflect his non-linear creative process and surface ideas faster.
- It enables exploration of abstract concepts (like a fictional card game) without months of research.
Slop: Metrics Over Objectives
- 'The Sloppening' defines slop as content made to move metrics rather than serve the underlying objective.
- Confusing metrics for objectives risks an industry flooded with low-value content optimized only for clicks.
