Our Perspective
Unfiltered Insights for the Bold Minded
Unfiltered Insights for the Bold Minded
The Evolution of the CMO: From Brand Builder to Growth Leader
In today’s rapidly evolving business environment, the perception of marketing is undergoing a dramatic shift. Historically seen as a cost center—a function focused on promotions and aesthetics—marketing is proving to be a key driver of growth, revenue, and strategic direction. This evolution is particularly evident in the built environment, where businesses are navigating complex markets, client demands, and economic shifts.
Why AI Outputs Aren’t Enough: From Cognitive Offloading to Brand Flatlining
In a digital world that rewards speed and surface, it’s tempting to lean on AI for quick wins. But over-reliance on tools like ChatGPT can quietly erode the strategic depth that gives marketing its edge. From cognitive disengagement to brand dilution, flat content doesn’t just fall short—it flatlines your brand.
Smart Marketers Know: Tools Don’t Build Brands—People Do
Marketers in CRE, AEC, and facilities services are expected to do more with less—and AI promises a shortcut. But smart marketers know: tools don’t build brands. People do. Used well, AI can speed up workflows and clear space for deeper thinking. But when it replaces strategic judgment, trust, and nuance, it risks doing more harm than good. If you’re serious about building a brand that wins, stay in the driver’s seat.