Insights
Insights on Brand Building for Humans and AI
Perspectives and practical guidance on brand strategy, AI brand understanding, and closing the AI Brand Gap™.
Follow KVD on LinkedIn Subscribe on Substack
AI Brand Strategy
From Brand Visibility to Brand Gravity: Why AI Understanding Drives Consideration
Visibility does not guarantee understanding, and understanding does not guarantee consideration. Discover how Brand Gravity shapes AI-mediated brand perception and why companies must look beyond visibility to close the AI Brand Gap™.
Published October 2026
Read the article
AI Brand Strategy
The AI Brand Book: A New Strategic Tool for Brand Management
Traditional Brand Books define how brands express themselves. AI Brand Books define how brands should be understood. Discover why AI-mediated discovery demands a new strategic tool for brand management.
Published October 2026
Read the article
AI Brand Strategy
Why Every Company Needs a Brand Book Before It Needs an AI Strategy
Before companies can manage how AI understands their brands, they must establish what AI should understand. Discover why the traditional Brand Book remains the foundation of effective AI brand strategy.
Published October 2026
Read the articleFeatured · Brand strategy for humans and AI
Brand Building for Humans and AI: A Practical Guide
Brand strategy now needs to account for how AI represents companies as well as how people experience them. Here is how to define the intended understanding, assess the gaps and coordinate action.
Published September 2026
Read the guideUnderstanding and assessing the AI Brand Gap™
What Is the AI Brand Gap?
AI can describe your business accurately yet miss what makes it relevant. Learn how to recognise the AI Brand Gap and turn it into priorities for action.
Published September 2026
Brand strategy for humans and AI
AI Brand Book vs Brand Book: What Does Each Do?
A Brand Book guides expression. An AI Brand Book defines intended understanding. Here is how they work together and what your company needs in each.
Published September 2026
Understanding and assessing the AI Brand Gap™
How to Test Your Brand in AI: Branded, Category and Problem-First Questions
Asking AI about your company tests its description of your brand. Asking about customer problems tests something different. A useful assessment needs both.
Published September 2026
Defining and strengthening brand representation
Define Intended Brand Understanding: The AI Brand Blueprint
Before assessing how AI represents your company, define what an accurate understanding should contain. Connect category, audience and differentiation to credible evidence.
Published October 2026
Brand strategy for humans and AI
Your Brand Book Defines Your Intention. AI Makes Its Own Conclusions.
Your Brand Book defines the brand you intend. AI forms its own conclusions. Why brands now need a counterpart that defines how AI should understand them.
Published October 2026
Understanding and assessing the AI Brand Gap™
Does AI Actually Understand Your Brand?
Recognition is not understanding. How the AI Brand Genome looks at category, evidence, customer fit and consistency to assess what AI really understands.
Published October 2026
Understanding and assessing the AI Brand Gap™
Stop Asking AI About Your Brand. Ask It About the Problem.
Branded questions flatter brands in AI. Problem-first questions reveal whether AI connects your brand to the customer problems you want to own.
Published October 2026
Understanding and assessing the AI Brand Gap™
From Share of Search to Share of AI Understanding
Share of market, voice and search remain useful. AI adds another measure: how well AI understands, associates and recommends your brand versus competitors.
Published October 2026
Understanding and assessing the AI Brand Gap™
When AI Knows Your Brand, But Gets It Wrong
AI can recognize your company and still misunderstand what makes it relevant. Why visibility creates false confidence and how to find the real gap first.
Published October 2026
Closing the AI Brand Gap™
Your Website Is Not Your Brand Anymore
AI sees an ecosystem of signals far beyond your website. Why brand consistency has a new meaning and how to move from publishing content to orchestrating signals.
Published October 2026
Closing the AI Brand Gap™
AI Brand Management Is Not a Campaign. It Is Governance.
Closing the AI Brand Gap™ takes targeted interventions, renewed measurement and ongoing governance, not a one-off campaign or more content for its own sake.
Published October 2026
Medium · Wilbert Kragten
You Know What Your Brand Book Says. Do You Know What AI Says?
An introduction to the AI Brand Gap™: the difference between intended brand positioning and how AI represents a business, and how an AI Brand Book can guide coordinated action.
Read on MediumExternal article. Opens on medium.com.
Medium · Wilbert Kragten
Your Brand Is Not What You Think It Is. Ask AI.
Why being visible in AI is not the same as being understood: the AI Brand Gap™, its Understanding and Consideration dimensions, and the Brand Gravity that keeps old associations in place.
Read on MediumExternal article. Opens on medium.com.
Substack · Wilbert Kragten
The AI Brand Gap™: Why Brand Visibility Is No Longer Enough
Why being mentioned by AI is not the same as being understood: visibility measures presence, while the AI Brand Gap™ is about whether AI represents your brand the way you intend.
Read on SubstackExternal article. Opens on substack.com.
LinkedIn · Wilbert Kragten
The AI Brand Gap™: Why Brand Visibility Is No Longer Enough
Why being mentioned by AI is not the same as being understood: visibility measures presence, while the AI Brand Gap™ is about whether AI represents your brand the way you intend.
Read on LinkedInExternal article. Opens on linkedin.com.
Medium · Wilbert Kragten
The AI Brand Gap™
Introduces the AI Brand Gap™ Quadrant, which maps AI Brand Understanding against AI Consideration, and explains why visibility alone does not ensure that AI represents your brand as intended.
Read on MediumExternal article. Opens on medium.com.
Let’s discuss your brand and AI.
Brand strategy, an AI Brand Book or an AI Brand Campaign? Tell us about your company, how you want your brand to be understood, and where you need support.