It’s not just a phase, mom. It’s who I am.

In 2025, we spent a lot of time experimenting. Whether it be finding ourselves within the world of AI or facing diminishing budgets, it feels a little like a pop punk show circa 2006. For some of us, it’s a lifestyle. For others, it’s a phase. (Has it really been 20 years?) 

But we’re already one month into 2026, so let’s see if this year will still have us panicking at the disco.

The AI Bubble

We’ve been hearing about this for months: The AI Bubble and when it’s going to pop. We don’t have an exact date for that just yet, but we know that when it does, the world’s relationship with AI will look differently than it does currently. Heck, it looks different every day as the technology continues to rapidly advance. So how can we really lock in on something that is constantly evolving?

The short answer? We can’t. At least not in a meaningful, long-term way.

Veteran investor Jeremy Grantham recently warned that the bubble will burst in a similar fashion to what we saw with the railroad and the internet. Obviously, both were able to continue moving forward – but they were fundamentally affected by the burst. So, combined with both the tech advances and the economic shifts, we don’t know what AI will look like ten years from now or even one year from now. 

So what do we do? We focus on what we can control: Brand identity. We use that time experimenting to define who we are now so we can be prepared for an undefined future. (Or you can just wake us up when September ends and we’ll figure it all out then.)

Tiny Budgets

All we know is falling… Budgets, that is. But if the money isn’t there, how do we work meaningfully through our identity? It takes a little extra creativity. We start by ensuring a consistent brand voice with the partners we trust.

But if the budgets aren’t there, why would a brand continue working with exterior agencies and studios anyway? It comes back to that brand voice. When a brand doesn’t have the means to produce a larger campaign, it can be more worthwhile to maintain a strong voice through simpler means – like consistent posting, live streams, blog posts, etc. This is where relationships between creative teams and brands really come into play, because if you need to get a message out to your audience, you want someone who knows the brand and someone you can trust! Look to your established relationships and use this as an opportunity to strengthen them. 

Sticking To Strategy

If we’re defining 2025 as our experimental year, then we need to actually apply what we learned. Working in a state of play is a great way to authentically learn, but it doesn’t matter if we can’t use our research to further our strategy. 

As we’re still firmly in Q1, it’s important for us to create that strategy with the full year of 2026 in mind. What will be your guiding mindset? What are your goals? Why? Understand what is best for the brand during a volatile or unpredictable time. Understand what’s best during stable and prosperous times.

And then, actually follow through with the plan and stick to it long enough to see the results. (Bonus points if it’s a Simple Plan.) 

Know Who You Are

This is The Anthem of 2026: Know who you are. This is easier said than done, but we’re kinda over this rollercoaster ride of finding a new identity every 6 months just to keep up with the times. 

Do you really wanna be like them?

Do you really wanna be another trend?

Do you wanna be part of that crowd?

(The 2000s really are back.)

You don’t wanna be like “them.” You don’t wanna be another trend. You don’t wanna be part of the crowd. Stand out and make your brand known by locking in on its identity.

This really isn’t just a phase. It’s who you are. (Or at least, who your brand is.)

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Also, if we made you want some good ol’ pop punk, here’s every song we mentioned. 😉