Branding in the New Era of AI

We are now witnessing an unprecedented acceleration in technological advancement.
Innovations such as generative AI, spatial computing, and human digital twins are not only expanding the boundaries of creativity, but also prompting the development of new concepts, paradigms, and methodologies for transformation, growth, and visionary thinking. These advancements are paving the way for dynamic brand evolution—through real-time, personalised experiences tailored to individual responses; value-driven programmes delivered in virtual spaces; and communication strategies informed by early-stage brand performance forecasting.
A new era of agile, ever-evolving branding has already begun to take shape.

While customer values are becoming increasingly diverse, products and services are rapidly becoming homogenised. The advancement of AI further accelerates this societal homogenisation, often working against the establishment of a distinctive identity.
At the same time, many companies are so preoccupied with reacting to constant change that they risk losing sight of what makes them unique.
What is needed in such an environment is the surfacing and redefinition of each organisation’s unique Identity Core—in ways that resonate both internally and externally.
This is becoming one of the most critical factors in determining the value of a company or organisation./p>

In Japan, branding has traditionally focused on establishing persona identity—how a brand is perceived and evaluated by the market and society—through marketing-driven approaches.
However, in today’s increasingly uncertain environment, greater emphasis is being placed on ego identity, rooted in internal self-awareness, with rising attention to corporate purpose, social value, and the pursuit of individual well-being. This shift has led to a growing adoption of purpose-driven branding initiatives.
Yet, while many companies now define their purpose as part of internal branding and attempt to establish a clear ego identity, there is often a weak connection to their external-facing persona identity. This disconnect leads to inconsistency and can result in suboptimal business outcomes.
We believe it is now essential to re-recognise the importance of persona identity and to strategically manage its relationship with ego identity—integrating both internal and external dimensions to achieve cohesive and effective brand leadership.