The Future of Branding Isn’t About Doing. It’s About Directing.

I got lazy yesterday.

Not burnout lazy—the other kind. The kind where you ask ChatGPT to write something, then sit back and go, “Hmm... not bad.”

It was a 3-minute brand brief.

Normally, I’d spend an hour on it.

This time?
Prompted it once.

Reviewed. Tweaked. Done.

It hit me: I wasn’t the one doing the work. I was just making sure it got done right.

And that’s when I saw a glimpse of the future.

Written by Dan Shipper, this idea is called the Allocation Economy.

And it shook me.

Because it’s not just about AI replacing work. It’s about redefining what work even means.

We’ve always valued people for what they know.

But now, tools know more. Tools work faster.

Tools are learning taste, tone, and even design.

So what’s left?

Direction. Taste. Vision.

Not doing the thing.
But knowing how it should be done.

That’s what branding has always been about.

A good brand strategist isn’t just a designer or a writer.
They’re a conductor.
A curator.
A taste-maker.

In the Allocation Economy, this skill becomes essential.

Everyone becomes a model manager. Instead of managing people, we’ll manage AI.

But guess what?
The fundamentals of branding won’t change.

We’ll still need to:

• Craft a clear identity

• Communicate a coherent story

• Decide what not to say

AI can execute.

But it still needs a director. That’s where you come in.

Branding in the future isn’t about pushing pixels or writing lines.

It’s about allocating intelligence with clarity and precision.

The clearer your vision, the better the output.
The sharper your taste, the faster your results.
The stronger your direction, the more consistent your brand.

This shift isn’t scary. It’s an opportunity.

You’re not being replaced.
You’re being upgraded.

But only if you know how to lead.

That’s why I’m building “The Brand Engine.” (announcement coming soon)

A course that doesn’t just teach you how to brand, but how to think like a director in the allocation economy.

Because if you can master this, You won’t just survive the future.

You’ll shape it.

P.S. Yesterday also reminded me why I do this.

I hosted a workshop after a long time. It felt personal.

The feedback melted my heart. I could see the shift happening in the room.

It’s moments like these that make me grateful I’m able to teach, share, and build alongside you.

Stay tuned—the next one’s coming sooooon!