{"id":159120,"date":"2026-03-02T15:49:31","date_gmt":"2026-03-02T20:49:31","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=159120"},"modified":"2026-03-16T15:35:16","modified_gmt":"2026-03-16T20:35:16","slug":"the-idea-comes-first-strong-brands-evolve","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/the-idea-comes-first-strong-brands-evolve\/","title":{"rendered":"The Idea Comes First: How Strong Brands Stay Consistent While Evolving\u00a0"},"content":{"rendered":"","protected":false},"featured_media":159174,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-159120","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260302","expert_source":"dac-team","author":151573,"duration":"18 minutes","title":"The Idea Comes First: How Strong Brands Stay Consistent While Evolving ","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/18M_B9RkU4w?si=QL2qvPL64k-ENM1C"},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/42f965cc-8908-4172-a12e-7652c4f2a521\/754878ac-5333-4eb3-b40f-b79cc00bca70\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"<span data-contrast=\"auto\">Are brands moving too fast across too many channels to stay recognizable, and is AI making that better or worse?\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">In this episode of\u00a0<\/span><i><span data-contrast=\"auto\">Shift Happens<\/span><\/i><span data-contrast=\"auto\">, DAC\u2019s SVP of Client Strategy, Nasser Sahlool, sits down with Myl\u00e8ne Savoie, GM of DAC Montreal, to unpack why the \u201cbig idea\u201d matters more than ever in a world of rapid-fire platforms, shrinking attention spans, and AI-powered creative at scale. They explore how strong brand ecosystems keep creativity consistent across audiences and markets, why channel-first marketing often fragments brand identity, and how purpose and relevance are becoming the real differentiators for the next generation of consumers.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"A clear brand ecosystem keeps you recognizable across channels. ","tip_content":"Creative assets matter\u2014but they\u2019re strongest when they ladder up to one cohesive brand idea, so every touchpoint feels connected, consistent, and instantly identifiable. "},{"tip_image":155037,"tip_title":"Speed and scale demand more intent, not more reinvention. ","tip_content":"As new platforms emerge and media activation accelerates, brands with durable guidelines and a flexible core idea can adapt quickly without losing themselves. "},{"tip_image":155037,"tip_title":"AI makes the \u201cbig idea\u201d even more important. ","tip_content":"Generative tools scale fastest and safest when the inputs are clear: what the brand stands for, what it can\/can\u2019t say, and what emotion or action the work should trigger. "},{"tip_image":155037,"tip_title":"Purpose and relevance are becoming competitive advantages. ","tip_content":"As audiences\u2014especially younger ones\u2014prioritize meaning and impact, brands that tether their evolution to a clear purpose are better positioned to stay relevant over time. "}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Welcome to Shift Happens.\u00a0I'm\u00a0Nasser\u00a0Sahlool.\u00a0I'm\u00a0mindful that, so far in our episodes,\u00a0it's\u00a0been a bit of a cavalcade of nerds and dorks. So,\u00a0people like Luke Regan and Dan Temby in particular, fit that bill.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So,\u00a0we thought we would switch it up a little bit today and go to the other side of our brain, the other hemisphere. And joining me today, I am delighted to welcome Mylene Savoie. Welcome to the show, Mylene.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Thank you so much.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So Mylene is our GM of our Montreal office. The best thing to come out of Quebec since Denis Villeneuve.\u00a0Big fan. And so Mylene, I guess a good place to start for us today\u00a0-\u00a0Because\u00a0we're\u00a0going to be talking\u00a0about creativity\u00a0as it relates to the work\u00a0that we do here and,\u00a0and how brands really need to think\u00a0about how\u00a0that's\u00a0changing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You come from\u00a0a very strong\u00a0creative\u00a0background,\u00a0you know, creative agencies and so on.\u00a0So why are you working in a media agency\u00a0and one with a heavy focus on performance\u00a0marketing\u00a0and getting surrounded by nerds and dorks\u00a0like\u00a0Dan Temby and\u00a0Luke Regan?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well,\u00a0that's\u00a0a great question.\u00a0I think nerds and dorks,\u00a0have ever since high school,\u00a0I've\u00a0noticed that nerds and dorks\u00a0is where\u00a0it's\u00a0at.\u00a0They\u2019re\u00a0actually\u00a0the\u00a0cool\u00a0kids,\u00a0when\u00a0it comes down to it.\u00a0And for me, 20 plus years\u00a0in creative agencies and of course\u00a0always been passionate\u00a0about brands\u00a0and\u00a0big ideas.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I believe in the power of,\u00a0why and how brands can help\u00a0transform clients\u2019\u00a0businesses\u00a0and achieve their business\u00a0objectives.\u00a0But I was starting to feel that I,\u00a0or the creative industry was getting\u00a0a little bit left behind from where\u00a0media performance marketing was going.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I know in your last episode, with Robert, we're talking about\u00a0how a lot of the CEO\u00a0and\u00a0CMOs,\u00a0you know, post-COVID\u00a0have been shifting a lot of their budgets,\u00a0away from brand and towards, mid\u00a0funnel and performance marketing, which,\u00a0was necessary at the time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">We talked about the pendulum.\u00a0You guys\u00a0talked about the pendulum\u00a0as well.\u00a0And\u00a0I felt that there\u00a0was a need for me\u00a0to dig into that a little bit more.\u00a0And,\u00a0my observation of the market\u00a0and where clients were looking to\u00a0invest increasingly and looking for\u00a0thought leadership from their agencies,\u00a0and where they were assigning\u00a0more value was with\u00a0media and performance marketing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I was like,\u00a0that's\u00a0the train,\u00a0that's\u00a0where\u00a0it's\u00a0going,\u00a0and I want to get on that train.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0it's\u00a0interesting because when we think\u00a0about, creative from a media perspective\u2026\u00a0A lot of us get very, very\u00a0practical\u00a0and tactical extremely quickly.\u00a0And we think of creative as assets.\u00a0Is that a fair statement\u00a0or is it something bigger than that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Of course\u00a0the assets are part of it,\u00a0but\u00a0they're,\u00a0a product of the bigger idea\u00a0and the bigger brand.\u00a0And I think that\u00a0it's\u00a0really important\u00a0for brands to remember to always ladder\u00a0up to the larger brand ecosystem.\u00a0Because I believe\u00a0that's\u00a0where the power of the brand lies,\u00a0is when everything is connected.\u00a0Everything ladders up to one idea,\u00a0one purpose, one vision,\u00a0that's\u00a0clear for the consumers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And so ultimately then once you have\u00a0that brand idea\u00a0and\u00a0that brand ecosystem,\u00a0the media then just becomes the channels\u00a0that you choose to reach the specific audience\u00a0that\u00a0you're\u00a0looking to reach.\u00a0But\u00a0what's\u00a0most important\u00a0is that every touchpoint within the brand\u00a0ecosystem looks and feels the same,\u00a0so that the\u00a0audience can recognize themselves\u00a0regardless of what channel\u00a0they're\u00a0in\u00a0and what part of the consumer journey\u00a0they're\u00a0in.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">All right, so\u00a0that's\u00a0interesting\u00a0because when we think about assets\u00a0and media assets and creative assets,\u00a0one of the hallmarks of media\u00a0activation\u00a0in 2026 is the speed and the scale of it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, you know,\u00a0how does the central idea\u00a0fit within an environment\u00a0where\u00a0you've\u00a0got platforms\u00a0and channels and\u00a0tactics\u00a0kind of flying at you all the time?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, ideally, and I think the best brands\u00a0obviously do it.\u00a0Ideally\u00a0you have a brand idea,\u00a0a brand\u00a0strategy\u00a0and a brand ecosystem.\u00a0That is\u00a0solid enough, flexible\u00a0enough and timeless enough\u00a0to allow you to adjust, and be reactive,\u00a0and adjust to all the various channels\u00a0that\u00a0are constantly growing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I just saw today,\u00a0ChatGPT is now testing ad formats.\u00a0So\u00a0it's, you know,\u00a0the brands that already have the strong\u00a0brand ecosystems are going to be able\u00a0to say,\u00a0yeah,\u00a0let's\u00a0go into that, no problem.\u00a0And the brands that\u00a0have a little bit more\u00a0identity crisis\u00a0and that are reinventing themselves\u00a0every time they switch platforms\u00a0and switch channels,\u00a0are going to struggle\u00a0with that, a little bit more.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span><b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0interesting\u00a0because if we think about how\u00a0when new channels\u00a0emerge,\u00a0the way that a lot of brands\u00a0go about addressing\u00a0that is okay, I\u00a0don't\u00a0know anything\u00a0about this new channel,\u00a0whether\u00a0it's\u00a0TikTok\u00a0or an AI platform or what have you.\u00a0I need an agency that specializes in that. Does that still work?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It works for sure.\u00a0Understanding how to best\u00a0leverage\u00a0a channel for your brand\u00a0is guidance and thought leadership that\u00a0that every marketer,\u00a0CMO\u00a0would\u00a0benefit\u00a0from.\u00a0But where I think that some advertisers,\u00a0lose the mark or lose their way,\u00a0is that they will\u00a0adapt too much to a certain platform\u00a0and the needs of that platform,\u00a0and then the brand\u00a0gets a little lost in that.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0a consumer that is being exposed\u00a0to the brand across multiple platforms\u00a0might not recognize the brand\u00a0from one platform to the next,\u00a0or maybe not as quickly as they should.\u00a0Because as you know, the more channels\u00a0you're\u00a0introducing, the more fragmented,\u00a0the more the attention span is ever more\u00a0split up.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So sometimes, you know, we think\u00a0we're\u00a0putting a creative asset out there,\u00a0assuming that the person's\u00a0going\u00a0be able\u00a0to see it from beginning\u00a0to finish.\u00a0And\u00a0it's\u00a0not always the case.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what\u00a0you're\u00a0saying is\u00a0maybe a\u00a0defense contractor,\u00a0getting a lot of views through a TikTok\u00a0dance is not a good thing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Probably not.\u00a0Or they might not get the brand\u00a0assignment or allocation,\u00a0as quickly as they could or should.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well,\u00a0that's\u00a0a shame.\u00a0So,\u00a0let's\u00a0talk a little bit about\u00a0\u2026\u00a0because you mentioned audience\u00a0right.\u00a0And brands\u00a0typically\u00a0don't\u00a0have one audience.\u00a0That audience is segmented\u00a0in all kinds of\u00a0different ways,\u00a0whether\u00a0it's\u00a0demographically,\u00a0psychographic,\u00a0based on their journey stage, and\u00a0geographically as well.\u00a0How does a brand remain consistent\u00a0while trying\u00a0to appeal to different audiences\u00a0at\u00a0different stages\u00a0of the journey?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So again, I know\u00a0I'm\u00a0kind of repeating\u00a0myself, but\u00a0I'm\u00a0a big advocate for consistent\u00a0brands, for brands that ladder up\u00a0to\u00a0a very clear, concise\u00a0brand ecosystem,\u00a0brand idea, or\u00a0brand purpose.\u00a0Because to me,\u00a0you're\u00a0going to have so many hands.\u00a0I mean, obviously\u00a0it's\u00a0global brands\u2026You've got teams across\u00a0countries, across continents,\u00a0multiple agencies working on your brand.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You know,\u00a0I'm\u00a0going to quote the obvious one,\u00a0but Apple. For anybody\u00a0in a creative agency or media agency\u00a0that's\u00a0worked on Apple,\u00a0the brand guidelines are as rigorous\u00a0as they get,\u00a0and\u00a0there's\u00a0not a lot of creative\u2026 and\u00a0would\u00a0arguably say\u00a0there's\u00a0not a lot of creative\u00a0freedom in there.\u00a0There is though,\u00a0and that makes it\u00a0so that when you are\u00a0encountering\u00a0or coming across any piece of Apple creative or media,\u00a0it's\u00a0an instant recognition.\u00a0So\u00a0to me, they are\u00a0kind of\u00a0obviously\u00a0the gold standard.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And there are other examples,\u00a0Ikea, Coca-Cola, Nike.\u00a0I know\u00a0they're\u00a0the usual suspects,\u00a0but we cite them often\u00a0because\u00a0they're\u00a0doing it\u00a0really well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0it's\u00a0interesting because, I mean,\u00a0the last one was the example of where\u00a0they veered away from that, in terms\u00a0into that\u00a0direct-to-consumer\u00a0environment.\u00a0And it\u00a0didn't\u00a0quite work out,\u00a0because central to who they were\u00a0was their relationships with their vendors\u00a0and\u00a0all of\u00a0these kinds of things.<\/span>\r\n<span data-contrast=\"auto\">So you talk about these brands\u00a0like these really storied\u00a0brands that have long\u00a0term equity that they built,\u00a0through that brand promise\u00a0and\u00a0the idea. But\u00a0does having that idea\u00a0unlock opportunity in the short term\u00a0as well?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0I think I\u00a0mean, for the brands\u00a0that have invested over\u00a0an extended\u00a0period of time\u00a0into their\u00a0upper funnel brand identity, brand love,\u00a0they can take those liberties in the short\u00a0term to kind of shift away from it.\u00a0Again,\u00a0referring back\u00a0to your\u00a0previous\u00a0podcast,\u00a0a lot of marketers, a lot of the clients\u00a0that\u00a0I'm\u00a0working with even,\u00a0today, are looking for\u00a0what's\u00a0that magic number?\u00a0What's\u00a0that magic mix?\u00a0What\u2019s\u00a0the impact on my business\u00a0if I shift out of\u00a0that,\u00a0instant gratification mid funnel,\u00a0or performance marketing\u00a0that the CMOs\u00a0and\u00a0CEOs\u00a0\u00a0are\u00a0kind of\u00a0really\u00a0reluctant\u00a0to let go of\u00a0because\u00a0it's\u00a0like immediate.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But to Robert's point,\u00a0some of the brands\u00a0\u2026\u00a0have\u00a0the pendulum has swung too far and the\u00a0piggy bank of brand equity\u00a0is\u00a0running a little low on funds.\u00a0So\u00a0there's a, I think a need to\u00a0for\u00a0those brands\u2026\u00a0the bigger brands,\u00a0they have the benefit of,\u00a0of\u00a0maybe moving\u00a0away from that right.\u00a0Some of the\u00a0mid-tier\u00a0brands,\u00a0I think\u00a0there's\u00a0a lot of benefit\u00a0in shifting,\u00a0investments back into your brand.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So those businesses that\u00a0perhaps haven't\u00a0taken the time and effort to define that,\u00a0and\u00a0they've\u00a0been growing\u00a0in a channel specific way,\u00a0which a lot of businesses today do.\u00a0Whether\u00a0it's\u00a0search\u00a0or social or programmatic,\u00a0what would you say\u00a0to them on a practical level?\u00a0Like where should they\u00a0start, in terms of unifying all of this?\u00a0And\u00a0what's\u00a0the benefit to them\u00a0in terms of doing this?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'll\u00a0bring it back to something\u00a0that's\u00a0not even a marketing expression.\u00a0I\u00a0don't\u00a0know if I can say this word,\u00a0but the notion of keep it simple, stupid\u00a0-\u00a0I think applies to marketing,\u00a0applies to branding.\u00a0And I think my advice to any brand,\u00a0small,\u00a0medium\u00a0or large\u00a0would be to really\u00a0take a look\u00a0at\u00a0your brand ecosystem.\u00a0And,\u00a0you know,\u00a0if\u00a0you're\u00a0not able to define your brand\u00a0in one word or a couple of words,\u00a0then you should be looking at how you can\u00a0perhaps boil\u00a0it\u00a0down, clarify it, simplify it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">To what benefit?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">To the fact that\u00a0it's\u00a0it'll\u00a0be more widely understood\u00a0to a larger group of people,\u00a0in a shorter amount of time. Making it more efficient, effective\u2026\u00a0as we said,\u00a0talked about the number of channels\u00a0and the continually\u00a0growing number of channels.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think the more brands\u00a0that\u00a0are able to\u00a0do that\u00a0ahead of time,\u00a0as the media ecosystem continues to change, the better equipped\u00a0they'll\u00a0be to be able to\u00a0react,\u00a0to whatever shift in media strategy\u00a0that's\u00a0being recommended.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It is interesting\u00a0when I look at the different sectors,\u00a0categories that we work with, one category\u00a0that\u00a0generally\u00a0lags\u00a0behind\u00a0when it comes to investment\u00a0in creative is B2B, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Because\u00a0you'll\u00a0hear them\u00a0say it,\u00a0you'll\u00a0hear a lot of people at B2B\u00a0organizations say\u00a0it's\u00a0like\u00a0it's\u00a0B2B,\u00a0you know,\u00a0it's\u00a0not cool.\u00a0It's\u00a0not fun.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I\u00a0don't\u00a0need it.\u00a0I know my target.\u00a0I already know.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what do you say to them?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I say the power of a brand\u00a0is the power of the brand, no matter\u00a0who\u00a0you're\u00a0targeting.\u00a0And you never know also\u00a0where your business is going to evolve.\u00a0Just recently,\u00a0I worked on a proposal for a B2B business,\u00a0who had the exact same discourse\u00a0that you just mentioned.\u00a0And now\u00a0they've\u00a0had an opportunity\u00a0to have some investment in their business,\u00a0and now\u00a0they're\u00a0going to be\u00a0actually\u00a0developing\u00a0a new line of products,\u00a0which will be B2C.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And now\u00a0they're\u00a0having to backtrack\u00a0and go relook\u00a0at the way that their\u00a0brand hierarchy is structured.\u00a0So\u00a0that's\u00a0to your point.\u00a0Had they had a crystal ball\u00a0and had they put a little more,\u00a0I\u00a0don't\u00a0want to say\u00a0importance on\u00a0their branding, but\u00a0maybe thought\u00a0a little bit bigger and said, who knows\u00a0where my company might go one day.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And you know, no, I think no matter,\u00a0even if\u00a0you're\u00a0the smallest company,\u00a0you're\u00a0starting your own restaurant,\u00a0your own brand of clothing.\u00a0I think that the importance\u00a0of building a concise,\u00a0clear,\u00a0relatable, purposeful brand\u00a0from the get go,\u00a0and\u00a0with\u00a0a strong foundation\u00a0will just make it, easier down the road.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I would argue, especially for\u00a0those industries, verticals, businesses\u00a0that may say, well, you know,\u00a0it's\u00a0not that interesting, right?\u00a0We work in automotive aftermarket\u00a0or\u00a0it's\u00a0like, well,\u00a0it's\u00a0easier\u00a0to separate yourself\u00a0from your competition, right?\u00a0\u00a0If you can say something memorable.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So let me shift gears a little bit here\u00a0because obviously creativity\u00a0as it relates to\u00a0media in\u00a0particular,\u00a0is\u00a0going through a weird time right now\u00a0with the explosion of generative\u00a0AI and so on,\u00a0and there's enormous pressure around\u00a0the ability\u00a0to do interesting work\u00a0when it comes to creative. What do you think is\u00a0the future of the big idea,\u00a0the creative idea,\u00a0as it relates to media\u00a0effectiveness\u00a0as a result of\u00a0being able to\u00a0utilize\u00a0AI. Is it\u00a0becoming less important or more important?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0a good question.\u00a0I think that the\u00a0creative\u00a0industry as a whole,\u00a0I\u00a0think\u00a0is\u00a0trying to get a little bit ahead of that,\u00a0you know.\u00a0The impact of AI\u00a0on the longevity and the relevance of creative agencies\u00a0or creative\u00a0iterations as a whole.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think that the\u00a0brands,\u00a0the companies that are doing it best are,\u00a0you know, as\u00a0DAC\u00a0does,\u00a0are embracing AI and saying, you know,\u00a0how can it improve the way that we work?\u00a0How could it improve the products\u00a0that we are delivering for our clients?\u00a0I also think that audiences I think,\u00a0at first the defense was like, well,\u00a0people will know the difference between\u00a0AI generated content and traditionally\u00a0produced content and reject it.\u00a0And\u00a0that's\u00a0not true.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think people\u00a0are embracing it, saying,\u00a0wow,\u00a0that's\u00a0it's\u00a0allowing for\u00a0even more creativity and even more cost\u00a0effectiveness, which allows us to generate\u00a0even more fresh content.\u00a0Which\u00a0is\u00a0what\u00a0consumers\u00a0are consuming at a faster pace.\u00a0They're\u00a0used to it, right?\u00a0The shelf life\u00a0for creatives is\u00a0probably the\u00a0shortest\u00a0it's\u00a0ever been.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0our ability to, you know,\u00a0continually generate fresh content,\u00a0and even the\u00a0LLMs,\u00a0they're\u00a0all about fresh content.\u00a0So\u00a0to me,\u00a0it's\u00a0just embracing\u00a0a whole new way of thinking and\u00a0applying AI to everything\u00a0we do from media planning\u00a0to brand planning to creative development.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think\u00a0what's\u00a0interesting\u00a0is, in my opinion, I\u00a0see the importance of the idea\u00a0actually becoming\u00a0even more important. Because if\u00a0there's\u00a0one thing\u00a0that\u00a0we've\u00a0seen with the large\u00a0language models and the ability\u00a0to scale out creative assets to support\u00a0media programs, is clarity\u00a0in the information that you provide it?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Clarity in what you can\u00a0and cannot say. Clarity in terms\u00a0of what the emotional trigger\u00a0is that\u00a0you're\u00a0trying to create,\u00a0will only help you with\u00a0scaling it out, making it brand safe,\u00a0making it consistent.\u00a0And\u00a0telling\u00a0that connected, unified story.\u00a0Because\u00a0if you\u00a0don't\u00a0do that,\u00a0it goes sideways very, very quickly\u00a0and you lose out on the opportunity\u00a0to truly scale out\u00a0your efforts, make it more\u00a0efficient\u00a0and make it more impactful in the end.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I agree, and it\u00a0actually\u00a0made\u00a0me\u00a0think\u00a0like it could be a fun test for brands\u00a0to do is to ask\u00a0an\u00a0LLM\u00a0to, you know,\u00a0can you do\u00a0an ad\u00a0for this brand?\u00a0And again,\u00a0I think the obvious\u00a0usual suspects\u00a0will get a pretty\u00a0accurate\u00a0read on what a piece of creative\u00a0would look like for the brands\u00a0I named earlier.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">For a\u00a0lesser\u00a0known\u00a0brand or a brand\u00a0that\u00a0isn't\u00a0as clearly\u00a0as understood or\u00a0doesn't\u00a0show up\u00a0as consistently across channels,\u00a0I think it alone would have\u00a0a hard time\u00a0playing back what that would look like.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You keep using the word understood\u00a0right?\u00a0The brand being understood.\u00a0So\u00a0moving forward\u00a0what do you think is going to separate, the more impactful brands from\u00a0those that are going to\u00a0lag behind\u00a0as it relates to this?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Relevance and purpose?\u00a0I think generationally also,\u00a0thinking about my teen kids,\u00a0that's\u00a0that's\u00a0something that matters to them.\u00a0I think when\u00a0they're\u00a0preteen,\u00a0it's\u00a0about\u00a0what's\u00a0cool.\u00a0I think when they get a little bit older,\u00a0it's\u00a0all about, do I need it?\u00a0Is it relevant?\u00a0What is it doing?\u00a0What is it brand doing to,\u00a0you know, help improve our society?\u00a0Help protect our environment?\u00a0These are all things that are\u00a0kind of on\u00a0the minds of the\u00a0up\u00a0and coming\u00a0generations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I think\u00a0the\u00a0brands\u00a0that will succeed are the brands that are\u00a0continuing to tether their brand strategy\u00a0and the evolution of their brand strategy\u00a0to purpose.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Mylene Savoie\u00a0thank you very much\u00a0for your time today.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0here's\u00a0the shift.\u00a0The brands that win\u00a0aren't\u00a0the ones that are moving the fastest,\u00a0they're\u00a0the ones moving with intent.\u00a0By leading with a clear idea,\u00a0creativity becomes a\u00a0decision\u00a0making\u00a0system that brings focus across\u00a0teams,\u00a0markets\u00a0and moments.\u00a0This is how brands evolve\u00a0without fragmenting.\u00a0Stay recognizable in constant change\u00a0and build\u00a0long term strength\u00a0instead of\u00a0short term\u00a0noise.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen.\u00a0Follow\u00a0Shift Happens.\u00a0Leave us a review\u00a0and share this episode with your team.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">If you have any questions for the podcast,\u00a0please email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><b><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/b><\/a><span data-contrast=\"auto\">,\u00a0we\u2019d\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you\u00a0Mylene\u00a0for taking time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span><b><span data-contrast=\"auto\">Mylene:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's\u00a0a lot of fun.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you for listening.\u00a0I'm\u00a0Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"dac-team","expert":87609},{"expert_source":"dac-team","expert":151573}],"external_links":{"youtube_link":"https:\/\/youtu.be\/18M_B9RkU4w?si=QL2qvPL64k-ENM1C","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/1h6R4w9IOGOWbK9JbE9MpF?si=530d698889af4ae2 "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Idea Comes First: How Strong Brands Stay Consistent While Evolving\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"On this episode of the Shift Happens marketing podcast, Nasser Sahlool and Myl\u00e8ne Savoie discuss why the big idea matters more in an AI-driven, multi-channel world\u2014and how brands stay consistent.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/the-idea-comes-first-strong-brands-evolve\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Idea Comes First: How Strong Brands Stay Consistent While Evolving\u00a0 | DAC\" \/>\n<meta property=\"og:description\" content=\"On this episode of the Shift Happens marketing podcast, Nasser Sahlool and Myl\u00e8ne Savoie discuss why the big idea matters more in an AI-driven, multi-channel world\u2014and how brands stay consistent.\" \/>\n<meta property=\"og:url\" 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