Create Brand Journey to Win The AI Age: CEOs, Customers & Brand Experts Co-Create_Joanne Z. Tan_Season 2, Episode 94
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The traditional model of brand management—where one brand manager controls every touchpoint—is collapsing in the AI age. Joanne Tan argues that brands must evolve from top-down control to co-creation, where CEOs, internal teams, and external experts collaborate with customers and audiences to shape the brand journey. With AI search now driving 33% of web traffic and 87% of AI-assisted searches coming from ChatGPT, brands can no longer rely on siloed messaging. Instead, they must optimize for 'share of model'—how often their brand is cited by large language models—by solving specific customer problems and demonstrating authority through detailed, well-structured content. Real-world examples like Diet Coke’s unexpected rise in 'guanind' culture, Nike’s transformation of Air Jordans into lifestyle icons, and Apple’s pivot of the iPhone into a creative tool show how brands can embrace audience-driven evolution without losing authenticity. The future belongs to organizations that treat brand governance as a shared responsibility, empowering both internal teams and external experts to co-create meaningful, memorable experiences in real time.
Optimize for 'share of model' by ensuring your brand is cited by AI agents like ChatGPT through problem-solving content and authoritative formatting.
75% of brand equity comes from customer experiences, not paid media—design experiences that reflect your brand’s essence and create lasting memories.
AI search is optimized for resolution, not attention—provide specific, structured answers to user queries to be surfaced by AI assistants.
Brands like Nike and Apple succeeded by embracing audience-driven transformation—letting customers co-create meaning without abandoning core identity.
CEOs must personally engage with external brand experts and internal teams to design brand journeys, treating brand governance as a shared, collaborative effort.
…and 3 more takeaways available in PodZeus
The End of Top-Down Brand Control
“The traditional model would have one brand manager as sole guardian of a company's brand identity, overseeing every customer-facing campaign, product and communication. But as channels multiply and consumers create their own stories, the old model is becoming obsolete.”
AI Search and the Rise of Share of Model
“Brands can no longer keep their messaging in protected silos. The information that can persuade the customer to pick your brand might not even be on your website.”
Co-Creation in Action: Real-World Examples
“These iconic brands allow their audience to co-create the brand journey without losing their authentic vision, values, and purpose.”
Building a Collaborative Brand Organization
Successful brands now treat brand governance as everyone’s responsibility. CEOs must engage with external experts, provide internal hubs of brand guidelines, and empower employees to act as brand guardians in real time.
“Brands can no longer keep their messaging in protected silos. The information that can persuade the customer to pick your brand might not even be on your website.”
“The goal for brands is to gain share of model, as so am, which measures how often a brand is mentioned by large language models like ChatGPT, Gemini or Cloud.”
“If you're not taking advantage of outside expertise, you're giving that advantage to your competitors.”
Host
Joanne Z. Tan
person
Forbes
media
ChatGPT
product
Nike
organization
Apple
organization
10 Plus Brand
organization
BrightEdge Consulting
organization
Branding Journal
media
Diet Coke
product
AIXD.World
organization
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