Fear of standing out has both driven and been a by-product of ‘blanding’, resulting in the indistinguishable modern brands that now prevail, which are characterised by simplification, sans serif fonts and a less-is-more aesthetic.

The benefit lies in everything being frictionless, clean and simple, blanding advocates argue. But at a point when the big battle is stopping people mid-scroll, a fundamental truth is being missed. When everything ends up looking the same, personality and distinctiveness – key features that attract consumers and then persuade them to stay – are erased. For this reason, I firmly believe that the brands best positioned for success in the new era of business, heralded by AI, are those who don’t follow but buck the trends by being bold.

Boldness means different things to different people, of course. To some, it could be cutting their hair into a mohican – a familiar example of what many people might cite if asked to describe ‘a bold choice’. The dictionary definition, though, has two somewhat different takes. First, it’s a willingness to take risks (stemming from confidence and courage). Second, it’s an appearance that is strong, vivid and clear. And in branding, each is a side of the same coin.