Brandtech Consulting

🤖 Move over ChatGPT, there’s a new LLM in town. The 70B parameter open-source AI model from HyperWrite (OthersideAI) is setting new standards. They’re already (apparently) surpassing many open & closed-source alternatives with a 'reflection-tuning' system to combat & reduce hallucinations. This could be a game changer for tasks needing high accuracy and reliable citations. This week, their 405B parameter version is launching; if the internal 70B testing is anything to go by, we could be looking at the best LLM on the market. Another huge win for the open-source community. We, at Brandtech Consulting, get excited about this not just for our own interest but also to help our clients execute Gen AI-enabled strategies faster and sharper than ever. 🔮🚀#Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing

“If AI can end humanity, just imagine what it will do for marketing!” 🤯 David Jones, our founder and CEO, is taking to the stage at the Association of National Advertisers’s Marketing Technology Changemakers members conference on 18 Sept in New York - delving into the details of that statement. 💥 And it’s not even about imagining, it’s the reality of what marketers can already achieve with real Gen AI platforms like Pencil ✏️ now. 💥 The only end-to-end Gen AI marketing platform, Brandtech’s Pencil ✏ is creating ads today from insights to ideation to image generation to prediction performance to media delivery. 💥 We’re incredibly proud to be ANA’s Official AI and Data Partner. #ANAMarketingTech #GenAI #Brandtech #AIpowered #FutureofAI

If you’re limiting yourself to one or two Generative AI tools, you risk reducing the quality and speed of your work. Being serious about getting outputs from Generative AI that are Enterprise-quality means you need to regularly keep up to date with the latest models and advances of each in your particular field. Let’s look at an example of this with two different Social Media Marketing Managers: Person A: They’re really familiar with ChatGPT; they’ve been using the Code Interpreter to help ingest and visualise a range of engagement metrics on the channels you manage. Naturally, they want to stay inside the ChatGPT ecosystem to take those findings and establish a new social Content Calendar for the coming month. They use DALLE to generate calendar images within ChatGPT & they even request to export the final calendar in a Word document all through 1 LLM. Amazing! Person A is probably already way ahead of the pack here. Person B: Person B does the same job, but they are familiar not only with ChatGPT, but a range of other tools - you could refer to this as their ‘Gen AI Stack’. For Data gathering & visualisation, Person B uses ChatGPT’s Code Interpreter in the same way as A, and gets the same results. For building their Content Calendar, they use Claude because they like seeing their calendar appear next to their context window (Artifacts) and it’s easily exportable to Google Sheets. For calendar imagery, they know DALLE just doesn’t do realism like FLUX does at the moment, so they hop into FLUX with an image prompt they made with the help of a public GPT within ChatGPT and they produce fantastic imagery for the calendar. Now, with their Content Calendar completed, they take a screenshot & send that to a private GPT assistant they’ve trained as a Social Media expert for their company & client - the assistant spots a couple of improvements, and a few tweaks later it’s ready to go. We know what you’re thinking - Person B’s work sounds a lot longer than Person A's. Well, not in our experience - in fact, most of us here at Brandtech Consulting started as Person A and have developed into Person B. We’ve seen barely any changes to speed, but significant changes to quality - here at BTC, we’re all about Strategy to Action at speed. Having a ‘Gen AI Stack’ is becoming an efficiency superpower here, and we’re happy to share our how. 

Brands trying to embed themselves in culture are vulnerable. As the Gen-Z era of brands takes over, marketing teams increasingly want to embed themselves in culture. Success is now measured by virality, like that of the local Chevrolet dealership in Mohawk, New York which recently created ‘The Dealership’ (a spoof of The Office, on TikTok). Led by a Gen-Z marketer, the series has received over 3 million views on a single episode. Looking beyond Mohawk, brands ranging from alcohol to airlines want to embed themselves in culture - with Heineken’s ‘future of socialising’ strategy to embed the brand into culture and Ryanair’s reactive social posting. However, reacting to the ever-changing social media world makes brands vulnerable to culture’s speed and scale. Constantly playing catch-up just to keep up. At Brandtech Consulting, we’ve been designing internal and external operating models that enable our clients to traverse whatever platform or trend is up next. Not be subject to it. 🔮🚀#Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing

As the strategic and creative innovation company at the center of The Brandtech Group, we have the know-how to unlock the power of technology to drive brand growth 🔮🚀 We’re a team of strategic thinkers and doers that like to draw ✏️ and our #Stratgrams give you an insight into our visual thinking in service of helping brands get from strategy to action, at speed 🏎️💨 Get in touch at hello@brandtechconsulting.com to ask us your burning brand questions ✉️ #Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing

Stealing Mum’s lippy: another case of tech amplifying human quirks 💄🧪 The Sephora tweens trend has been preoccupying our team for some time now. From Tiktoks expounding the extensive routines of 10yos with a skincare fridge, to unnerving Instagram satires, the subject of pre-teens obsession with luxury skincare is concerning. While many (perhaps rightly) cast blame on lax parental TikTok policies, this feels like one of those moments where we are faced with confronting yet another new way that tech impacts society. In itself, the behavior of experimenting with makeup squirrelled away from older siblings or maternal figures is nothing new. Emulating older role models is a tale as old as time. Add Tiktok into the mix and honestly, what do we expect? Younger kids are watching adults’ mirror routines, and as one kid says in the comments section, wanting to participate: ‘“bc you film your skin care and it seems cool.”. As always, the internet acts as a magnifier 🔎 Working with beauty brands, this is a pertinent topic. As we explore new routes for brands, new behaviors and ways of connecting with audiences, the nature of the messages we are helping to shape is something we analyze carefully. Given the somewhat harmful legacy of the beauty industry and its relationship to women and girls, we have a particular responsibility to ensure we are considering the ripple effect of our work, the values we are helping promote, and our ability to advocate for informed choices and healthy media habits. This step is crucial in both strategy and action, and especially where tech plays a role in amplifying human experience. Brandtech Consulting - helping brands turn strategy to action at speed, from the center of The Brandtech Group #Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing For further reading on this, we recommend Jia Tolentino article in this weekend’s New Yorker: https://lnkd.in/ejj27766 & Jessica DeFino’s substack: https://lnkd.in/euQTDFKW Tween skincare fridge: https://lnkd.in/eeZGMAWJ Instagram satire: https://lnkd.in/eSrZqGET

We bring together strategic brand thinking and innovation know-how to solve business and marketing challenges. Ensuring DESIRABILITY by responding to real community needs Creating lasting INFLUENCE through applying marketing science  Extending SUSTAINABILITY by utilising technology to scale We’re a team of strategic thinkers and doers that like to draw ✏️ and our #Stratgrams give you an insight into our visual thinking in service of helping brands get from strategy to action, at speed 🏎️💨 Get in touch at hello@brandtechconsulting.com to ask us your burning brand questions ✉️ #Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing

Does your AI Policy allow you to leverage the latest model innovations? Black Forest Labs have announced their presence in the GenAI marketplace with a bang, sharing their FLUX.1 suite of text-to-image models. Our early tests are producing image quality and prompt adherence (especially copy) that surpasses most well-known models. Excitingly, the competition of new models and companies is lifting quality and affordability. Using a flexible AI policy that isn’t wedded to a specific model means companies can reap the benefits of this healthy competition - and enjoy the thrill of new tools. In the search to create better content (at speed), keeping up with the latest models matters. Brandtech Consulting - helping brands turn strategy to action at speed, from the centre of The Brandtech Group 🔮🚀#Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing

“Google are amazing partners and have been genuine pioneers in the space, integrating their cutting-edge models Imagen and Gemini, and being hosted on Google Cloud will give Pencil, and therefore our client partners, a huge competitive advantage.” David Jones, Group Founder and CEO, via Marketing Communications News. In our new collaboration with Google Cloud, clients get access to advanced Google Cloud models as they’re available, with the latest to generate insights, assets, predictions and optimisations in a fully integrated end-to-end workflow. https://lnkd.in/dBwYSkP7

Will the proliferation of Open Source LLMs increase GenAI adoption amongst marketing teams? Meta released their latest open-source foundation model, Llama 3.1, last week. Early indicators suggest this is the only free, open-source LLM that can match paid-for models. We believe this is a watershed moment for marketers adopting Generative AI into their systems. With every major open-source release, AI-powered marketing automations are getting cheaper and more efficient. This means we get more AI prototyping, at speed. Brandtech Consulting - helping brands turn strategy to action at speed, from the centre of The Brandtech Group. 🔮🚀#Brandtech #StrategyToAction #BrandStrategy #SocialMedia #BrandStrategy #CustomerEngagement #InfluencerMarketing #Innovation #DigitalMarketing