Marketing and branding strategies have evolved through three key aspects: ① Message (Creative), ② Touchpoint, and ③ Data Intelligence.

1. Brand managers oversaw the 4Ps (Product, Price, Promotion, and Place) to strategically position their brands within a limited competitive landscape and be included in the customer's Consideration Set.

2. As digital channels expanded, optimization across various touchpoints became crucial. Instead of focusing solely on products, marketing shifted toward personalized engagement at each touchpoint. This phase emphasized delivering tailored messages based on customer characteristics, leading to specialization in marketing and branding.

3. We are now in the era of AI-driven marketing. AI learns from vast amounts of data to optimize strategies and has the potential to outperform humans in certain areas.

However, this does not mean human roles will disappear. Empathy and community-building will become even more important.

Yanolja’s global expansion and success reflect this trend. While AI enables data-driven, personalized marketing, only humans can foster emotional connections and build communities. In the AI era, this human-centric approach will be a key differentiator. The ultimate challenge for the future is to create marketing and branding that truly serve people.