They don’t get why people will pay to carry heavier credit cards in their wallets which make a thump when you drop after the bill arrives.

They don’t comprehend why consumers pay $18k more for a Lexus when it’s practically the same car as a Toyota, manufactured by the same company … in the same factories.

Branding is all about telling the right message to the right people at the right time. It’s not a formula or an algorithm. It requires a significant understanding of consumer behavior and the right mix of IQ and EQ for optimal impact.

AI and Machine Learning are making a lot of progress, but the human’s role in branding won’t be conquered any time soon. (The below video is from a guest lecture at Columbia Business School in March of 2018)