TLDR Tech / Marketing
You don't need taste, you need creative direction
Creative direction matters more than taste in an AI-saturated market because strong brands create new ideas instead of curating existing ones. AI makes good execution and good taste easier to access, so brands gain attention by building a distinct point of view that competitors cannot copy. Brands like Liquid Death and Bandit stand out because they create new aesthetics, products, and cultural experiences rather than refining familiar ones. Trends spread and normalize faster than ever, which makes originality more valuable. The brands that win give creative teams a clear vision and the freedom to create work that feels different from what the market already considers good.
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