“Build it, and they will come” is one of the most expensive myths in business. As AI makes it easier than ever to build products, features that once felt differentiating can be replicated almost overnight.
The harder thing to build is what happens in people’s minds: the emotional connection, associations, and memories they develop around a brand. That’s why the strongest brands don’t just compete on what their product does. They work to become part of the mental shortlist people return to when they think about a category.
Amanda Gandolpho, Head of Content & Design at Rituals and a brand leader with 15+ years of experience, joined us on Delivered to unpack how to build that kind of brand.
In this episode, she shares her unique brand-building framework, explains why seeing meaningful results could take longer than you think, and makes the case for why brands need to resist the temptation to simply produce more in an AI-saturated world.
Key learnings:
Learn what a brand really is and how to build one from scratch
Understand which metrics actually matter when measuring brand and content performance
Discover how to connect with Gen Z without falling into the “cringe trap”
Find out what will make brands stand out in the AI-saturated world
Explore where AI strengthens creative work, and the ethical line Amanda refuses to cross
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About Infinum Delivered is brought to you by a leading digital product agency, Infinum. We've been consulting, workshopping, and delivering advanced digital solutions since 2005.
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