Brand mentions in generative AI refer to how often and in what context AI systems like ChatGPT, Gemini, and Perplexity surface your brand when answering user queries. Unlike traditional search rankings, these mentions are not determined by backlinks or keyword density alone. They are shaped by the breadth, quality, and consistency of your brand’s presence…
Brands combine TV and digital video in one campaign by treating both channels as parts of a single creative system rather than separate executions. The same story, the same visual language, and the same strategic intent run across broadcast and digital placements, with each format doing the specific job it is best suited for: TV…
Improving brand visibility in AI search results means making your brand the kind of source that AI systems cite when answering questions in your category. That is not the same as ranking on page one of Google. AI overviews, ChatGPT responses, and Perplexity citations pull from a different pool of signals, and brands that understand…
Partnership gaming is the practice of brands forming structured commercial relationships with game publishers, esports organisations, streamers, or in-game platforms to reach audiences inside gaming environments. It sits within the broader discipline of partnership marketing and, when done well, it connects brands to one of the most commercially underserved audiences in media. The gaming audience…
Differentiation examples are most useful when they show the mechanics behind the move, not just the outcome. Any brand can point to Apple or Nike and call it differentiation. What matters is understanding what specific choice was made, why it was defensible, and how it held up when competitors tried to copy it. The examples…
Sales and marketing are different functions with different purposes, different timeframes, and different success metrics. Marketing builds the conditions for demand. Sales converts that demand into revenue. Conflating the two, or subordinating one to the other, is one of the most reliable ways to underperform in both. The confusion is understandable. Both functions touch the…
Creator marketing ad compliance means following the legal and platform rules that govern how paid partnerships, gifted products, and sponsored content must be disclosed to audiences. In most major markets, including the US, UK, EU, and Australia, regulators require that any material connection between a brand and a creator be clearly and prominently disclosed, regardless…
Brand positioning is the deliberate choice of where your brand occupies space in the minds of the customers you want most. It is not a tagline, a mood board, or a mission statement. It is a strategic decision about which customers to prioritise, what to mean to them, and why they should choose you over…
Brand visibility in AI overviews refers to how often and how prominently your brand appears in the generated summaries that tools like Google’s AI Overviews, ChatGPT, and Perplexity produce when someone asks a question. Unlike traditional search rankings, AI visibility is not about holding a position on a results page. It is about whether the…
Generative AI is reshaping brand visibility in a way that most marketers haven’t fully accounted for yet. When AI-powered tools answer questions directly, summarise sources, and surface recommendations without sending users to a website, the traditional search funnel changes shape. Brands that rank well on Google are not automatically the brands that appear in AI-generated…
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