The One Defensible Advantage AI Can’t Touch (Yet)

I have a client doing $50M / year but his business has zero brand loyalty. It's just waiting to be replaced by his competitors (real brands) who are catching up. (Thankfully, he met me and we're fixing it.) 

Sound Familiar? Don't worry I've got you...

The Great Brandification is Coming

Here’s what’s wild: Even as AI and automation erase the functional differences between products, brand loyalty is actually rising in old-school, “boring” categories. Nobody used to care about which water bottle they used. Now, it’s Stanley, Yeti, or nothing. Same with frying pans, people seek out Made In, HexClad, or Our Place.

Why? When functional differences disappear, people look for meaning. Humans want to belong. We use brands to say something about ourselves.

I call this the “Great Brandification.” AI hasn’t killed brands. If anything, it’s making a brand the only true advantage you have left.

Anyone can write a decent ad now. Anyone can source a good product. Anyone can automate customer support. The only moat left is the story customers tell themselves about why they picked you.

Just look at Netflix. They once won with sheer volume of content. Now that every streaming service has loads of shows, Netflix has to compete on brand identity. The same shift is happening in ecommerce.

What Makes a Brand “Remarkable?”

“Remarkable” means “worth talking about.” It’s not about being good; it’s about being unforgettable.

Sometimes, that’s a unique function. Sometimes, it’s a crazy price point. Most often, it’s the story you enable customers to tell about themselves.

Think about Patagonia. People buy their jackets to join the “I care about the planet and adventure” club. Yes, the quality matters. But it’s the story that creates loyalty.

Avoid the Authenticity Trap

A lot of founders get this wrong. They think authenticity means sharing everything about their journey and struggles. In reality, authenticity is about living up to your brand promise, consistently.

It’s picking your niche and sticking with it, even if it means not appealing to everyone. For example, I built a baby carrier specifically for dads. That means moms weren’t my market, and that’s okay. The more specific you are, the more memorable you become.

Brand Building Doesn’t Need a Big Budget

You don’t need to outspend your competitors on ads. The best D2C brands win with product excellence and clarity. They know exactly who they serve, and their customers do their marketing for them.

This could mean:

• A design tweak that matters

• Materials that actually back up your claims

• Customer service that creates fans
  
  

You don’t need a Super Bowl ad budget if you have laser focus.

How to Build Brand in a Fragmented World

Today, we’re both hyper-connected and split into thousands of digital tribes. This is a gift for brands that know how to find their people and speak their language.

Focus on the small percentage of customers who drive most of the conversation in your niche. What do they care about? How can your brand help them belong?

Is Your Brand Ready for the AI Future? Ask Yourself:

• If a competitor copies my product and charges less, would people still buy from me?

• Do customers talk about my brand without a bribe?

• Can I describe my brand without listing features?

• Would people be disappointed if my brand disappeared?

• Do I stand for something clear enough that some people would walk away?

If most of your answers are “no,” you’re competing on features, not brand. Time to get serious.

The Long Game: Optimize for Loyalty, Not Just Acquisition

People crave meaning. That’s why great brands are having a moment. The brands that win in the next decade won’t be the ones with the best Facebook ads. They’ll be the ones that help customers tell a better story about themselves.

AI will make all the basics easier. But only you can bring your business to life.

Don’t settle for being another commodity. Optimize for customer magnetism. Build real relationships. Focus on making your brand something people want to be part of.

You know AI is going to change the game. The real question is: will you use this as your moment to build something worth defending?

I know which way I’m betting.

What about you?