AI changed branding forever. Now what?
Why curation will be your competitive advantage in the age of unlimited creation
👋, I’m Kimberly. I’ve been creating obsession-worthy brands for the past fifteen years. And now, I’m giving away my secrets every week in this newsletter.
The AI portrait trend that took over your feed last weekend isn't just fun—it's a preview of how brand building is being completely rewritten. Unbridled potential is what AI is unlocking for all of us as brand builders and creators.
In The Branding Newsletter, I'm going to start talking about how to harness this power rather than being paralyzed by it...
This week, like many of you, I couldn't resist the Studio Ghibli transformation trend. In minutes, I turned a simple photo of my daughter and me into this charming animation-style portrait. It was fun, easy, and the result delighted everyone who saw it.
But here's what's interesting—underneath the novelty is a profound shift happening in how we create. The tools that once required teams of specialists are now at our fingertips. The question isn't whether we can make something; it's knowing which something is worth making.
This is the paradox I'm helping brands navigate: When creation becomes unlimited, curation becomes invaluable.
As a Brand Activator, I'm seeing firsthand how AI is reshaping what's possible for brands of every size. The winners won't be those with the most sophisticated AI implementations—they'll be those who know exactly where and how to apply these tools to activate their unique market position.
In upcoming editions of The Branding Newsletter, I'll be sharing:
How to use AI as an ideation partner rather than an execution tool
The right questions to ask that AI can't answer for you
When to use AI and when to rely on human discernment
Real examples of brands striking the perfect balance
The most exciting aspect isn't the technology itself—it's the velocity it brings to brand building.
Processes that once took months can now happen in days. Concepts that would have required six-figure budgets to test can be explored for pennies. For founders and marketers willing to embrace this new reality with strategic clarity, the opportunities are extraordinary.
What AI experiments have you tried lately, and how are you thinking about implementing these tools in your branding efforts? Email me at kimberly@brandsthatgetyou.com or message me on Substack to talk about it. I’m all AI ears.
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How We Work Together
I help founders create the kind of brands that get customers so obsessed, they’ll do your advertising for you. Based on my experience founding my own consumer brand, I developed The Branding Sprint—a uniquely collaborative, streamlined, and agile approach to brand creation. Click here to learn more about The Branding Sprint, shoot me an email at kimberly@brandsthatgetyou.com, or schedule a call.
More About Me
I’ve created indie darling brands (Biossance, Patchology, exa), developed Fortune 500 brands (Netflix, Gap, Wyndham), rebranded global brands (Crabtree & Evelyn, Paula's Choice), founded my own DTC brand (Archer), and run in-house teams for brands (Sephora).
My work has won over 80 awards—including Clios, Addys & 30 Under 30. And I was recently named one of the Forbes Next 1000.
I earned my BA and MA at Stanford, where wrote my thesis on the negative mental effects of gender stereotypes in advertising. And today, I devote 100% of my time to working with founders who are 100% committed to using their brands’ impact for good—developing healthy mental models for a better world.