I believe the basics of brand marketing have radically shifted in light of the perfect cocktail of post-pandemic consumer expectations, web3, and AI.

Here’s what I now believe:

✅ Marketing’s sole job is to draw people to the Brand.
Marketing’s job is no longer to build the Brand any more than Sales’ job because it is its own entity, which Marketing draws specific people to engage with.

✅ Websites are now Brand experiences, not Marketing experiences. 
With Web1 and Web2, a website was often the gate through which people entered to experience brands. That is not so today. A brand is now experienced first via its website because consumers expect this.

✅ Marketing’s relationship to the Brand is akin to Sales, HR, Investor Relations, Operations, etc. in that they contribute to the overall vibe and success of the Brand; however, they themselves are not the Brand.
In web1 and web2, Marketing was charged with building and promoting the Brand. With web3 and AI, coupled with a post-pandemic paradigm shift of consumer expectations, the Brand is back to standing on its own.

I do not expect agreement from my peers about this because I declare a sea change in how Marketing is regarded and practiced.

Yet, this is not merely an opinion. It is a report on what I am involved in daily, from massive corporations to startups and companies.

This is why the time is perfect for Vibe, Tribe, Why™—the first and only brand development framework that clarifies brands for this new era.