Our new book
Closing the AI Brand Gap™: The AI Brand Book
A framework for aligning brand strategy with AI understanding. Written by Wilbert Kragten and Nathalie van Doorne for marketing and brand managers.
About the book
The distance between brand intention and AI representation
Brand strategy defines how a company wants to be understood. AI introduces a new test: whether that positioning is reflected when customers ask machines to explain a market, compare providers or recommend a solution.
In Closing the AI Brand Gap™, Wilbert Kragten and Nathalie van Doorne examine the distance between brand intention and AI representation. They set out a strategic framework for marketing and brand managers seeking to understand that gap, determine its significance and coordinate an effective response.
At its centre is the AI Brand Book: a shared strategic reference that translates positioning into priorities, implementation briefs and responsibilities. It connects work across AI measurement, content, technical optimisation, structured information, public relations and other specialist disciplines.
The book extends established brand-management principles to an environment in which AI increasingly participates in explaining and recommending companies, while recognising that influence does not amount to control.
Also by KVD
Mastering the Marketing Entry in the United States
A concise, practical book about where to begin, how to position, and what to decide before a product or brand enters the U.S. Written by Wilbert Kragten for business leaders, marketers, students and educators.
What the book covers
The decisions behind a credible U.S. entry
Positioning
Rewriting the proposition so American buyers recognise the outcome, not the heritage.
Site selection
Choosing the beachhead where your category's customers, talent and capital already cluster.
Marketing toolbox
Research tools and frameworks to map demand, competitors and audience before you spend.
Five legal steps
The compliance groundwork that derails launches when it is left until the final weeks.
A practical playbook, not a theory book
Written for founders and business leaders making an entry decision, marketers shaping the launch, and students and educators studying how international marketing works in practice. It brings ten steps, site selection, research tools, cheat sheets and five legal steps into one usable framework.
The second edition covers what 2025 changed: AI as the operating system of marketing, regulation as a competitive advantage, and fast-fragmenting American consumer segments.
From the book to your own entry.
The book sets out the decisions. If you'd like help making them for your company, that's the work we do.