Jason Ippen — Vice President of Brand Strategy and Content, Georgia-Pacific
Published:
The bigger risk is making lots of small changes, each one justified by some data, or data point, but they don’t all reinforce what makes us distinct. So we worry if we optimize every asset that over time it’s gonna stop adding up to our brand. And so our model is to get the big message right and be consistent with it.
What does Jason Ippen say on The Agile Brand with Greg Kihlström?
Jason Ippen, Vice President of Brand Strategy and Content, Georgia-Pacific, says: Jason Ippen of Georgia-Pacific explains how brand stewardship should be an offensive strategy in the age of AI, emphasizing the need to protect distinctiveness and deploy human judgment where it matters most. He argues for front-loaded creative judgment, disciplined consistency, and intentional talent development as countermeasures to algorithmic homogenization and the cumulative erosion caused by countless small optimizations.
From: The Agile Brand with Greg Kihlström
Cite as: Jason Ippen. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jason-ippen-the-bigger-risk-is-making-lots-of-small-changes-each-one-ju