Showing the 'bts' of content is a flex in a world of AI (not that there is a right or wrong way, but this seems to be the current zag to everyone else's zig...)

We’ve just seen Apple show the real glass and real camera set up for their new logo design.

There’s not many brands out there that go into the BTS of their brand assets, so what gives?

When things move towards efficiency and low cost (i.e using AI), to stand out in the sea of same, you need to find things that are high cost, built to last.

Now, this doesn’t mean go and spend lots of money and find the most expensive production kits. This means go and find the things that you need to know are built to last, and are worth the price they charge.

Luxury has been doing this forever. It’s referred to as “Savoir-faire”, to have the knowledge and expertise to craft high quality items, which they show as part of their experience.

But also look to other high value industries.

• In property, you want to know that the flat you’re about to rent isn’t going to collapse.

• With cars, you want to know that the wheels won’t fly off.

• Buying expensive wine, you want to know where and how it was made.

• Going on holiday, you need to know the experience you’re going to have.

These industries find ways to show you all the things you might need to consider before investing. Whether it’s blueprints of a property, seeing the car being put together, meeting the owners of a vineyard, seeing creators work at a hotel (hello Soho House x Tamsin collab).

Learning from these industries doesn’t need to break the bank. You can share your notes app, voice notes, sketches, videos from shoots, storyboards, the equipment, the call sheet, fly on the wall in your campaign meeting.

This is probably all stuff you’re capturing anyway right? So why not use it!

I guess when things can be made by machines, showing proof-of-human is a way to stand out.

(not that there is a right or wrong way, but this seems to be the current zag to everyone else's zig…)