Branding in the Age of Generative AI

The rise of generative AI is revolutionizing the way brands engage with consumers in the digital realm. This shift is driven by three key aspects of generative AI:

• Shift in User Expectations: Consumers now anticipate personalized content and experiences at an unprecedented level.
• Decontextualization: The speed of content generation surpasses users’ ability to keep up, resulting in an overflow of information that blurs the line between reality and fiction.
• Information Transparency: Users have quicker access to information from diverse perspectives, empowering them to seek out knowledge and make informed decisions.

What is the key for brands to grow or survive in these times of change? It is for brands to build stories that communicate real value, and to guide and enlighten consumers who are confused in the chaotic digital environment.

Consumer expectations are constantly evolving, and if companies simply respond quickly to these changes, they risk becoming brands that merely keep up with the times. For brands to continue to grow sustainably in the future, they need to keep their core brand intact and continue to challenge themselves with bold and innovative measures that are not an extension of existing brand initiatives but rather are not limited to superficial things such as content creation methodologies and formats.

In this article, we would like to share some examples from btrax’s projects that can serve as inspiration for brand strategy.

Yanmar’s ‘MIRU’ Animation: Leveraging Japan’s Anime IP to Transform Traditional Branding

Yanmar Holdings Co., Ltd., and btrax teamed up to plan and produce “MIRU,” a commercial animation featuring robots designed by Yanmar designers, with the theme of exploring the coexistence of nature and humanity. The title “MIRU” means challenge and evolution for the future, and depicts the adventures of the main characters as they aim for a prosperous world where nature and humans are in harmony.

Launched as part of Yanmar’s philosophy of building a decarbonized and sustainable society, the project aims not only to innovate the company’s image but also to deepen understanding of a sustainable society.

btrax’s creative perspective has contributed to the visual expression of Yanmar’s message through animation, providing innovative design and storytelling to a narrative that pursues harmony with nature, contributing significantly to the success of the project.

The project has succeeded in redefining a traditional corporate image by expressing a commitment to a sustainable society through the world-class cultural and intellectual property of anime, a Japanese cultural asset.

“Miru” project animation

Read the full story of the case study on our collaboration with Yanmar here.

Kapok Knot: Pioneering Sustainable Fashion Branding with Ethical Environmental Values

It’s easy to predict that the focus on sustainability will only increase over the long term as awareness of environmental challenges grows. Rather than branding to overcome immediate challenges, it will be important for branding strategies to reflect a brand’s values and attitude toward solving these long-term issues.

Trends change rapidly, but the long-term challenges we face will not disappear.

The Kapok Knot website for the US market, created by btrax, does not follow temporary trends but puts forth a brand image based on deep insights into the US market, with sustainability as a core value.

Recognizing the importance of branding based on long-term awareness of environmental issues rather than short-term solutions, the company’s plant-derived, CO2 emission-free, cruelty-free “Kapok Down” embodies this philosophy.

In a future where sustainability will be an increasing focus, btrax was proud to contribute to the environment in the long run, and win the trust of consumers through, a brand strategy that reflects the sustainable values of the Kapok Knot.

KAPOK KNOT Official Website

Read the full story of the case study on our collaboration with Kapok Knot here.

Conclusion

In conclusion, as generative AI reshapes consumer expectations, brands must strike a balance between staying true to their values and adapting to changing trends. By prioritizing enduring principles over fleeting fads and embracing innovation grounded in these principles, brands can achieve sustainable growth and resilience in an ever-evolving digital landscape.

User expectations are rapidly shifting to personalized content and experiences, resulting in two major movements: context fragmentation and information transparency.

The “Miru” animation produced by btrax in collaboration with Yanmar as well as the Kapok Knot website are good examples of brands whose stories reflect each company’s long-term values while holding their own in a rapidly evolving digital landscape.

Communicating fundamental values without being swayed by short-term fads and making bold attempts based on these values is essential for brands to achieve sustainable growth and survival.

Interested in entering the Japanese market?

Contact us to see how we can help, whether you’re looking to enter or grow your brand in the Japanese or US markets.