Sweat, Discipline and AI's Creative Partnership.

Sweat, Discipline and Creativity.

For Armin Haery, marketing is first and foremost not just an aesthetic pursuit but a way to deeply connect with people:
“The thing that excites me most about marketing is using creativity to reach people," Armin shared. “It’s about how you think, how you connect, and how you create something new that has relevance and impact.”  

Such a deep emotional connection doesn’t come easily. It needs the willingness to work in and even create and uncomfortable tension: “The Holy Grail is the highest level of precision when it comes to defining targets… but at the same time, create a space for freedom and creativity.”

This is demanding: defining precise goals and sticking to them in today’s organization is no small feat. But it is to be followed by letting go about the process of reaching them and give the team and the creatives a space: “Be very clear about expectations and the framework. And then be open about how to achieve them. Give more creative space.”

To reach that level of clarity and execution, he admits there’s no magic trick—just persistence:
“It’s sweat and discipline. And the willingness to demand excellence every single time.”

Business and Brand cannot be two.
And AI can be their glue.

For Dan Cunningham, marketing is more than messaging—it’s foundational to how businesses create value.

At its worst, brand was reduced to mere messaging and putting a coat of paint on the business. But today, he sees a shift: “Brand can define who you hire, what products you make, the technology you invest in. It’s about why you exist.”

“And in a world of increasing transparency, brand clarity is no longer optional—it’s essential. Because everything you do in business is visible, can be found out, you need to be clear at every part of the business, what you do it for and what you stand for.”

AI adds pressure to that. Because if all the surface of the customer interaction can be created at the spur of the moment, what’s your excuse to not make it feed the brand? Dan Cunningham sees that as not good enough and a step backwards to the old world of ‘brands as messaging’.
“I think the real opportunity is for it to become a thinking partner, levelling up the entire world.”

He sees a major evolution on the horizon: “Where we develop next is about input becoming more contextual—almost like sci-fi, Minority Report level. The starting point is now.” 
And this contextuality creates in the moments, personal experiences for a brand’s and a business’ audiences. Staying ahead of this curve, he says, is key:
“If I was to dumb down everything I’d say: stay at the forefront.”

My takeaway – both leaders are looking for a clear objective. And then use all their might and ideas to plow the infinite ways to get there and enjoy them.
We hope you enjoyed this little journey too.

And if you have any questions to our contributors or me, just let me know.
Gordon,
Founder, The Spikes
www.the-spikes.com