Brands Don’t Have a Content Problem. They Have a Taste Problem.
When everybody can make more, the scarce resource becomes knowing what not to make.
There has never been an easier time to produce content.
Cameras are better. Editing is faster. Templates are everywhere. Creators are everywhere. Generative tools can produce images, concepts and variations in seconds.
And brands still say they need more content.
More is not the strategic problem.
Selection is.
What deserves to exist? What feels like us? What should be killed even though it is technically good? Which reference is becoming tired? Which idea is strange enough to matter? Which execution is beautiful but empty?
Those are taste questions.
Taste is difficult to operationalize because it cannot be reduced completely to a dashboard. It combines cultural literacy, judgment, memory, instinct and discipline.
As production becomes abundant, taste becomes economic infrastructure.
The brands that understand this will not use new technology merely to multiply output. They will use it to explore more possibilities and then become even more ruthless about what reaches the public.
The future belongs to organizations that can make almost anything and still know when to say no.