The rapid rise of influencer media, the fragmented media landscape, and our always-on culture have given way to a new content beast that brands now must tackle. Today, most brands race to produce free, entertainment-first content for platform algorithms that prioritise and reward engagement above all else, often at the expense of brand consistency.
As a result, brands often adopt a “shotgun” approach: producing lots of posts, formats, and trend-chasing content that may momentarily spike engagement but rarely compounds into durable brand meaning. This is exacerbated by audience fragmentation across countless niche platforms and communities. Traditional brand identity systems, optimised for static expression and centralised control, struggle to keep pace with these demands.
