Brands are living beings

AI as a category enjoys anthropomorphic advantages by default—the very name suggests human-like intelligence. But as the market matures, categorical benefits won’t suffice. Half the global economy faces disruption from AI, and the brands that lead these future markets will need more than technological competence.

The evolution mirrors what positioning pioneer Jack Trout documented across the 20th century. The foundational Product Era (1900s-1950s) focused entirely on the product itself. Companies believed that if they built a better mousetrap, the world would beat a path to their door, emphasizing features and technical superiority above all else. The USP Era of the 1950s introduced communication strategy while remaining product-centric, seeking unique advantages that could be articulated to consumers. This proved short-lived, almost an extension of product-focused thinking. The Image Era emerged in the 1960s as companies discovered that reputation mattered more than specific features. This marked the proper beginning of commercial PR and branding, operating on the principle that “who you buy from matters more than what you buy.” Finally, the Positioning Era took hold and persists today, recognizing that as markets matured and competition intensified, superior products alone proved insufficient. When unique selling propositions became easily replicated and corporate images commonplace, victory belonged to those securing the most advantageous position in consumers’ minds relative to competitors. The shift moved from competing on tangible attributes to competing for cognitive real estate.

The evolution mirrors what positioning pioneer Jack Trout documented across the 20th century. The modern warfare of brands started with the foundational era (Early 1900s-1950s) focused entirely on the product itself. Companies believed that if they built a better mousetrap, the world would beat a path to their door. The emphasis was on product features, on overall technical superiority. Then the USP Era of the 1950s, was about finding and communicating a unique product advantage; still product-centric but sprinkled with communication strategy. This was perhaps the most short lived era, almost like an extention of the product specific era. Post 1960, companies found that reputation was more important in selling a product than any specific product feature. This is the proper start of commercial PR and branding, a subtle sense of “Who you buy from matters more than what you buy”. Finally, the Positioning Era took hold and persists today, recognizing that as markets matured and competition intensified, superior products alone proved insufficient.

And looking back at the evolution, it does make total sense. As markets matured and competition intensified, the mere existence of superior products proved insufficient to guarantee commercial success, forcing companies first to articulate USPs, then to cultivate reputation when differentiators became easily replicated. When even polished corporate images became commonplace currency in saturated markets, victory belonged not to those with the finest products or most established reputations, but to those who could secure the most advantageous position in the prospect’s mental landscape relative to their rivals—a shift from competing on tangible attributes to competing for cognitive real estate.

AI markets are accelerating through this same evolution. As capabilities commoditize, positioning becomes paramount. And positioning, ultimately, depends on mastering brand-consumer relationships.