Brand

For years, tracking brand health meant surveys. Awareness, consideration, favourability, tracked quarterly, reported with a margin of error and a long lag between the question and the answer. That's still useful. It's also no longer the only place brand perception lives. A growing share of it now lives inside a chat window, in whatever ChatGPT, Gemini, or Perplexity says when someone asks who's good in your category. Ask an AI assistant what your brand does, who its real comp

There's a boardroom move so familiar it barely needs explaining. Growth gets harder, the quarter gets tighter, and someone reaches for the brand budget. Not because it's the biggest line item, but because it's the easiest one to defend cutting. Nobody ever got fired for trimming a campaign that they can't prove the ROI of in the next ninety days. Margin goes up. The slide looks great. And for about four quarters, everyone feels dandy. Then a competitor who leaned in while eve