How do you create brand meaning that’s algorithm-proof? By creating moments so meaningful that when the customer’s need returns, the brand does too, without any algorithmic assistance. I call it appreciated generosity.
In a marketing world increasingly optimized by AI, personalization engines and predictive systems, it’s tempting to believe relevance can be engineered entirely through data.
But the brands people default to, the ones they don’t search for, compare or ask AI to recommend, are built through small, generous brand acts. The kind that are classified as nice-to-haves on a spreadsheet because they don’t drive immediate conversion. But what’s overlooked is how they quietly eliminate reconsideration by locking in the brand choice.
AI can help brands get found, but it cannot make them remembered.
The cookie that outlived the campaign
I once stayed at a DoubleTree hotel nearly 20 years ago. Of all the details of that trip, I remember only one thing with surprising clarity: I was handed a warm, genuinely delicious chocolate chip cookie when I checked in.
That cookie wasn’t part of a loyalty program. It didn’t unlock a discount. It wasn’t personalized or tracked. It was simply an unexpected gesture of welcome.
From a financial perspective, it’s easy to imagine that cookie budget getting cut. It has a unit cost and doesn’t show up in attribution reports. There’s no quantifiable ROI. Eliminating the cookie would prove the famous Oscar Wilde quote: knowing the “cost of everything and the value of nothing.”
Because decades later, that cookie still brings that brand back to me in a meaningful way. Not because it was clever. It’s because it made me feel cared for at the exact moment I was becoming a customer. Today, no algorithm would justify it. That would be tragic for brand value.
Dig deeper: How to prove the value of brand marketing without sacrificing ROI
Generosity that lives with you
If the DoubleTree cookie proves that small gestures create lasting emotional memory, a ButcherBox example shows something equally important: generosity doesn’t have to be sentimental to be meaningful.
After placing an order with ButcherBox, I received a lovely card from the CEO. Included was a 5-by-7-inch refrigerator magnet detailing recommended doneness temperatures for every kind of meat you’d ever cook. It was lightly branded. No call to action or QR code. Just a useful, thoughtfully designed reference. It now lives on my refrigerator.
Every time I cook meat, ButcherBox quietly re-enters my life, not through an ad or retargeting, but through utility. From a performance standpoint, this looks almost absurd. It doesn’t scale through impressions or optimize click-through rates. It lives outside the feed, the inbox and the dashboard.
But that’s precisely why it works. It’s present at the moment of use, reduces uncertainty and makes me better at something I care about. In doing so, it creates a simple, powerful thought: “I’ll use these guys again.”
AI excels at helping customers decide. Appreciated generosity negates the need to decide again.
Dig deeper: Brand trust is the most valuable asset your company owns
Showing up when it matters most
The strongest examples of brand generosity tend to appear where metrics are weakest and meaning is strongest.
Chewy is well known for sending handwritten condolence cards, flowers or small gifts to customers after learning a beloved pet has died. These gestures are human responses to grief.
From an ROI perspective, this is indefensible. There’s no conversion event tied to loss, no sensible attribution window and no optimization loop that makes this make sense. Yet, customers never forget it.
AI can detect sentiment, flag a life event and recommend a next-best action. What it cannot do is decide to care. Customers are susceptible to that difference.
Chewy doesn’t just sell pet supplies. In moments like these, it proves what kind of company it is. That proof outlasts any promotion, recommendation or reminder email.
Dig deeper: Loyalty didn’t disappear. Brands traded it away.
What CMOs get wrong about generosity
Most CMOs misclassify generosity. Generous acts get labeled as customer experience enhancements. When budgets tighten or AI promises efficiency, those moments become easy to cut. Framed this way, generosity is forced to compete with performance marketing and martech investment. It rarely wins.
To correct this misperception, don’t mount an emotional defense. Think about it through a different strategic frame.
- Stop treating generosity as a campaign. Campaigns are designed to be noticed. Generosity is designed to be remembered.
- Change the evaluation question. Instead of asking, “What does this convert?” ask, “Will this help eliminate a future decision against us?” The most valuable brand acts quietly to remove competitors from consideration the next time a need arises.
- Design generosity for presence, not scale. The most effective generous acts tend to live in a customer’s routine or environment, not their feed. They earn their value over time.
- Resist optimizing generosity too early. AI is excellent at measuring performance. It’s terrible at predicting memory. If a generous act has to prove itself immediately, it will fail by definition. These moments should be treated as foundational brand infrastructure, not performance assets.
For CMOs looking to operationalize this thinking, start here:
- What moment in our customer journey would a finance team most likely cut, but a customer would remember for years?
- Does this act reduce anxiety, effort or uncertainty at a meaningful moment, even if it doesn’t drive immediate conversion?
- If this disappeared tomorrow, would customers appreciate it or just our CFOs?
If you can’t answer these questions, AI won’t fix the problem.
Dig deeper: Acquisition gets the attention, but loyalty drives the results
The real risk in the AI era
The real risk for brands in the AI era is how easily AI enables the removal of anything that can’t be justified quickly, quantified easily or optimized. This kind of efficiency strips out the moments that create trust, memory and meaning.
The most resilient brands will use AI where it excels while fiercely protecting the small, generous acts that make them human. When those moments are done right, customers don’t need help deciding. They already know who they’re coming back to.
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