The Moat
What got cheap
Production. Copy, imagery, layout, variations, translation, volume. Anything that can be described in a prompt is now a commodity, priced accordingly.
What got scarce
Attention that means something, and reasons to believe one supplier over another when both look competent and sound identical.
What can't be copied
A position you've paid for. The specific way your people talk. Who you've said no to. Those don't come out of a model. They come out of a history.
When nobody inside a company can state what it believes, the marketing has to fall back on the category: fast, trusted, innovative, human-centred. Every competitor says the same, because the category is all they have too.
The way out is unglamorous. Decide what you actually think. Write it down. Keep it when it's inconvenient. Then say it in public often enough that the right people recognise themselves in it.
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The catalyst for meaningful brands.
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