For
HUMANS
By
HUMANS
The playbook for brand building in the age of AI slop.
Introduction
AI is scripting your marketing.
And your competitor’s. And everyone else’s.
For Humans, By Humans makes the case for brand as your resistance to the drift. It lays out the real work: creating memory instead of fillers, building systems that compound taste, and distributing ideas buyers actually care about.
The chapters ahead will remind you that marketing’s job was always to reach humans, not just fill feeds.
Featuring insights from marketers at
What’s Inside
How to sound human again
Part I
Wake-Up Call
Chapter 1: AI isn't your differentiator anymore
How to position AI features without making customers feel replaced, and when to shut up about the tech entirely.
Chapter 2: Finance is not wired to fund vibes.
Why the brand versus performance debate is a distraction, and how to own Category Entry Points that actually shape future demand.
Part II
Memory
Chapter 3: Being forgotten is B2B’s most expensive problem
What B2C brands know about building memory that B2B ignores, and how to turn content into IP competitors can't replicate.
Chapter 4: Humour is not risky. Being boring is.
Why entertaining ads outperform dull ones on every metric, and how to leverage humour that lands with your ICP's real frustrations.
Kira Klass
VP Marketing, Later
Molly Bruckman
Former Head of Brand & CX, Mutiny
Matt Maynard
VP Brand, Advertising
& Comms, Asana
& Comms, Asana
Jess Cook
VP Marketing, Vector
Part III
Systems
Chapter 5: Now hiring: Imagineers
How to build brand canon AI can work from, and why specialist agents beat generalist bots at protecting your creative judgment.
Chapter 6: Brand is your access infrastructure.
Why executives filter out cold outreach, and how sharp positioning and distinct personality get you into rooms before sales ever shows up.
Part IV
Distribution
Chapter 7: Founder reach is not a moat
What happens when founder-led content hits its ceiling, and how to build the four engines that scale personal reach into company equity.
Chapter 8: Influencers are a channel, not a stunt
Why most B2B influencer programs fail after one post, and how to structure partnerships that actually compound over time.
.svg)
Prompts don’t build brands. People do.
Start building yours.
.svg)
.svg)
.svg)