Introduction

AI is reshaping marketing priorities. CMOs must balance brand and demand as brand becomes a key growth driver again.

What's the problem it solves?

For years, demand generation ruled as CMOs were pushed to show quick ROI. But in an AI-first world where products are easy to copy and competition is fierce, companies risk blending into the noise if they ignore brand. This article explains why brand is swinging back into focus and how leaders can manage both.

Quick Summary

The brand vs. demand debate has always been tough. Recently, demand dominated because boards wanted efficiency and short-term pipeline growth. But now AI has shifted the game. With software easier and cheaper to build, product advantages alone don’t last. Companies need brand to stand out, create trust, and drive customer love.

AI-native companies like OpenAI, Anthropic, and Lovable show how brand fuels growth. They keep marketing lean, investing more in identity, storytelling, and community than in paid demand campaigns. Lovable is a standout example: its warm, approachable identity invites non-technical users into software creation. The brand itself makes people want to share it, building momentum without heavy ad spend.

For CMOs, the new challenge is orchestration. Demand still matters, but brand is back as a multiplier that makes demand more effective. Leaders need to build brand systematically, from identity and values to storytelling, tone, customer experience, and thought leadership. In an AI-saturated world, these factors turn attention into trust and trust into revenue.

Key Takeaways

• The pendulum is swinging back toward brand in 2025.
• AI makes products easy to copy, so brand becomes the real differentiator.
• Strong brands create emotional connection, community, and faster growth.
• Lovable shows how brand can drive growth even with little demand spend.
• CMOs must balance both, with brand acting as a long-term multiplier for demand.

What to do

• Revisit your brand identity: is it memorable, human, and distinct?
• Define and communicate clear values and purpose.
• Build a strong narrative that guides all messaging.
• Invest in customer experience-make every touchpoint reflect your brand.
• Add emotion and originality to your content, especially video.
• Start or strengthen your community early to drive organic growth.
• Use paid ads only after brand foundations are strong.
• Build thought leadership to shape your category and gain credibility.
• Track both pipeline results and brand-led momentum (organic growth, community buzz, share of voice).

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