LinkedIn is drowning in posts that all sound the same. AI slop is everywhere. Generic copy, templated visuals, strategic thinking that feels like it came from the same prompt.

If your brand sounds like it was written by ChatGPT, it probably was. And your audience can tell.

So if you want to cut through, do the opposite. When the world zigs, zag. 

While everyone's chasing AI efficiency, double down on what AI can't replicate: humanity.

Start With Voice

When everyone's running their copy through ChatGPT, sharp human language becomes your competitive edge.

Think about the brands that defined eras. Apple didn't win with features. They won with "Think Different." Ogilvy built empires with words as recognizable as logos. Nike made "Just Do It" worth billions.

Your voice is the easiest, fastest way to differentiate. Not your color palette. Not your logo. The way you sound.

Most founders get this backwards. They'll spend months perfecting their visual identity and five minutes on messaging. Then they wonder why nobody remembers them.

The best message and brand voices come from having a strong brand story.

But even then… you have to write like a human talking to humans. Use short sentences. Make a point. Say something that matters. AI can generate words. It can't generate perspective.

Get Off the Screen

AI is digital. Your brand doesn't have to be.

While competitors optimise their algorithms, you can show up in the real world. Host a pop-up. Run a workshop. Partner with a community event. Sponsor something your

audience actually cares about.

There's a reason big brands are pouring more budget into live experiences: no algorithm can replicate the feeling of actually being there. Connection happens in person. Memory happens through experience.

You don't need a massive budget. You need intention. The best real-world activations we've seen weren't the most expensive. They were the most authentic.

Pro tip, behind-the-scenes content from these experiences is now as valuable as the polished campaign. People want to see how things get made. The mess, the process, the human side. That's where trust builds.

Lean Into Craft

AI can generate images in seconds. It can't fake a human touch.

Whether it's heritage you can lean on or craft you can show in real time, depth of story is impossible to copy. This is your moat.

Show the work. Tell the origin story. Feature the people behind the product. Document the process. Make the how as important as the what.

Brands built on genuine craft have something AI will never threaten: provenance. A reason to exist beyond efficiency. A story that matters.

The Strategy

Voice. Human experience. Craft.

Lock these three things down and you'll benefit from AI's power without your brand losing its soul. Use the tools for repetitive work, data analysis, optimization. But never let them handle your differentiation.

Here's what we're seeing: as AI makes it easier to be average, being exceptional becomes more valuable. The brands winning right now aren't the ones using the best AI. They're the ones building what AI can't build.

Uncontested space. Human connection. Story depth.

That's Blue Ocean Branding in an AI world. And it starts by doing the opposite of everyone else.