Everyone on your team can suddenly make content. That's not the win it sounds like, it's how a brand starts dissolving, one "good enough" post at a time. Ross Crooks, co-founder of Column Five, has a fix that flips the whole production model: stop treating your brand team as the last line of defense and start treating the brand itself as the first input every tool reads. He argues the old system (brief, create, brand-team-approves, ship) is exactly what buckles under AI's volume, and that the brands pulling ahead aren't the ones making the most content. They're the ones encoding something their guidelines deck never captured.We also cover:
Why moving your brand team from the end of the process to the beginning is the actual unlock
The difference between "correct" content and "good" content and why AI only produces the first
Taste and intelligence: the two things your brand guidelines never had, and how to encode them
"Brand drift": how fine-looking content slowly pulls you off what made you distinct
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