{"id":64340,"date":"2026-07-16T08:17:00","date_gmt":"2026-07-16T06:17:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=64340"},"modified":"2026-07-16T13:11:57","modified_gmt":"2026-07-16T11:11:57","slug":"why-ai-availability-matters-for-brand-discovery","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/es\/why-ai-availability-matters-for-brand-discovery\/","title":{"rendered":"Is your brand ready for AI discovery? Why AI availability matters\u00a0"},"content":{"rendered":"<style>.kb-row-layout-id64340_b059ed-e7 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id64340_b059ed-e7 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id64340_b059ed-e7 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-xl, 4rem);grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}.kb-row-layout-id64340_b059ed-e7 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_b059ed-e7 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_b059ed-e7 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_b059ed-e7 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col,.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_8e8b0b-9c{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_8e8b0b-9c > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_8e8b0b-9c\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_cc7402-c0, .wp-block-toluna-advancedheading.kt-adv-heading64340_cc7402-c0[data-kb-block=\"kb-adv-heading64340_cc7402-c0\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_cc7402-c0 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_cc7402-c0[data-kb-block=\"kb-adv-heading64340_cc7402-c0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_cc7402-c0 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_cc7402-c0\"><strong>Introduction<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_63f74e-66, .wp-block-toluna-advancedheading.kt-adv-heading64340_63f74e-66[data-kb-block=\"kb-adv-heading64340_63f74e-66\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_63f74e-66 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_63f74e-66[data-kb-block=\"kb-adv-heading64340_63f74e-66\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_63f74e-66 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_63f74e-66\">Most brand-growth theories are built around attention, memory and availability. However, these don&#8217;t answer why some brand memories become valuable. Meaning, culture, identity, emotion, trust, social proof and experience drive the content and quality of those memories. In other words, availability puts the brand in the choice set; meaning and experience determine whether it should be chosen.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_445a45-be, .wp-block-toluna-advancedheading.kt-adv-heading64340_445a45-be[data-kb-block=\"kb-adv-heading64340_445a45-be\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_445a45-be mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_445a45-be[data-kb-block=\"kb-adv-heading64340_445a45-be\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_445a45-be wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_445a45-be\">Brands have invested in reach, unique assets, emotional&nbsp;consistency&nbsp;and salience because these have made them more memorable and easier to choose. AI&nbsp;doesn\u2019t&nbsp;upend that logic but layers a filter on top of it. Consumers are delegating more decisions to AI to search, shortlist, compare,&nbsp;summarize&nbsp;and recommend. In the future, consumers may not&nbsp;be involved&nbsp;in those decisions at all.&nbsp;A world&nbsp;of AI agents deciding for us is entirely possible. Brand visibility now depends not just on whether consumers can remember your brand, but whether machines can recognize it, retrieve trusted information about it, compare it accurately, and explain why they should recommend it.&nbsp;Rather than striving solely for mental availability, brands must now develop mental, physical, and AI availability.&nbsp;This leads us to&nbsp;the brand&nbsp;challenge of the next decade: how do we build equity and emotional resonance with people, while also becoming legible and trustworthy to machines?<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_ad4bec-17 > .kt-inside-inner-col,.toluna-column64340_ad4bec-17 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_ad4bec-17 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_ad4bec-17 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_ad4bec-17 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_ad4bec-17 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_ad4bec-17{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_ad4bec-17 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_ad4bec-17 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_ad4bec-17\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_728251-7f .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_728251-7f size-large\"><div class=\"\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-1024x1024.png\" alt=\"\" class=\"kb-img wp-image-64407\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-1024x1024.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-300x300.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-768x768.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-1536x1536.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-2048x2048.png 2048w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40356-240x240.png 240w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_2245ea-d8 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_2245ea-d8 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_2245ea-d8 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_2245ea-d8{border-top-left-radius:5px;border-top-right-radius:5px;border-bottom-right-radius:5px;border-bottom-left-radius:5px;overflow:clip;isolation:isolate;}.kb-row-layout-id64340_2245ea-d8 > .kt-row-layout-overlay{border-top-left-radius:5px;border-top-right-radius:5px;border-bottom-right-radius:5px;border-bottom-left-radius:5px;}.kb-row-layout-id64340_2245ea-d8 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_2245ea-d8 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_2245ea-d8 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_2245ea-d8 alignfull has-gravity-blue-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_2cdd51-31 > .kt-inside-inner-col,.toluna-column64340_2cdd51-31 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_2cdd51-31 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_2cdd51-31 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_2cdd51-31 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_2cdd51-31 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_2cdd51-31{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_2cdd51-31 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_2cdd51-31 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_2cdd51-31\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-id64340_78ed9d-da > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id64340_78ed9d-da > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id64340_78ed9d-da > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, calc(10% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(90% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id64340_78ed9d-da > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_78ed9d-da > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_78ed9d-da > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_78ed9d-da alignfull has-gravity-blue-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column64340_17b271-c8 > .kt-inside-inner-col,.toluna-column64340_17b271-c8 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_17b271-c8 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_17b271-c8 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_17b271-c8 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_17b271-c8 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_17b271-c8{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_17b271-c8 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_17b271-c8 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_17b271-c8\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_3e0b38-d6 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_3e0b38-d6 size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/The-theory-stack.svg\" alt=\"\" class=\"kb-img wp-image-64451\"\/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col,.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_e9a8ce-92{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_e9a8ce-92 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_e9a8ce-92\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_286846-96, .wp-block-toluna-advancedheading.kt-adv-heading64340_286846-96[data-kb-block=\"kb-adv-heading64340_286846-96\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_286846-96 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_286846-96[data-kb-block=\"kb-adv-heading64340_286846-96\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_286846-96 wp-block-toluna-advancedheading has-toluna-white-color has-text-color\" data-kb-block=\"kb-adv-heading64340_286846-96\"><strong>The theory stack<\/strong>&nbsp;<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_bbd9a7-24, .wp-block-toluna-advancedheading.kt-adv-heading64340_bbd9a7-24[data-kb-block=\"kb-adv-heading64340_bbd9a7-24\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_bbd9a7-24 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_bbd9a7-24[data-kb-block=\"kb-adv-heading64340_bbd9a7-24\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_bbd9a7-24 wp-block-toluna-advancedheading has-toluna-white-color has-text-color\" data-kb-block=\"kb-adv-heading64340_bbd9a7-24\">We think the strongest way to frame this is not to treat AI visibility as an entirely&nbsp;new marketing&nbsp;problem. It is better understood as an extension of established brand-growth theory. Here is a brief review of some of the relevant and pertinent theories as a starting point.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_7dea87-17 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_7dea87-17 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_7dea87-17 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xl, 4rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_7dea87-17 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_7dea87-17 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_7dea87-17 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_7dea87-17 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_de880c-6b > .kt-inside-inner-col,.toluna-column64340_de880c-6b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_de880c-6b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_de880c-6b > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_de880c-6b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_de880c-6b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_de880c-6b{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_de880c-6b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_de880c-6b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_de880c-6b\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-wrap.wp-block-toluna-rowlayout.kb-row-layout-id64340_a532ed-3f{margin-top:0px;margin-bottom:0px;}.kb-row-layout-id64340_a532ed-3f > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_a532ed-3f > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_a532ed-3f > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-right:0px;padding-left:0px;grid-template-columns:minmax(0, calc(15% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(85% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id64340_a532ed-3f > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_a532ed-3f > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_a532ed-3f > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_a532ed-3f alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{display:flex;}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col,.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_a6e3f1-46{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_a6e3f1-46{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_a6e3f1-46{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_a6e3f1-46{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_a6e3f1-46 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_a6e3f1-46\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_74e80c-b7 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_74e80c-b7\"><div class=\"\"><img decoding=\"async\" width=\"938\" height=\"503\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Binet-and-Field_-long-term-brand-effects.png\" alt=\"Photo of Les Binet and Peter Field, associated with IPA research showing that long-term brand-building is essential alongside short-term activation\" class=\"kb-img wp-image-64473\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Binet-and-Field_-long-term-brand-effects.png 938w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Binet-and-Field_-long-term-brand-effects-300x161.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Binet-and-Field_-long-term-brand-effects-768x412.png 768w\" sizes=\"(max-width: 938px) 100vw, 938px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_10efda-bb > .kt-inside-inner-col{display:flex;}.toluna-column64340_10efda-bb > .kt-inside-inner-col,.toluna-column64340_10efda-bb > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_10efda-bb > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_10efda-bb > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_10efda-bb{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_10efda-bb > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_10efda-bb{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_10efda-bb{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_10efda-bb{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_10efda-bb > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_10efda-bb\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_8a89ec-e9, .wp-block-toluna-advancedheading.kt-adv-heading64340_8a89ec-e9[data-kb-block=\"kb-adv-heading64340_8a89ec-e9\"]{padding-top:0px;padding-bottom:var(--global-kb-spacing-xs, 1rem);margin-top:0px;margin-bottom:0px;font-size:var(--global-kb-font-size-lg, 1.5rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_8a89ec-e9 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_8a89ec-e9[data-kb-block=\"kb-adv-heading64340_8a89ec-e9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading64340_8a89ec-e9 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_8a89ec-e9\"><strong>Binet and Field: long-term brand effects&nbsp;<\/strong><\/h3>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_f71888-86, .wp-block-toluna-advancedheading.kt-adv-heading64340_f71888-86[data-kb-block=\"kb-adv-heading64340_f71888-86\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_f71888-86 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_f71888-86[data-kb-block=\"kb-adv-heading64340_f71888-86\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_f71888-86 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_f71888-86\">Binet and Field\u2019s IPA work shows that brands need to balance short-term activation with long-term brand-building. Their work focuses on how campaign effects develop over time and warns against relying too heavily on short-term online metrics at the expense of long-term brand strength.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_bbb0d0-55, .wp-block-toluna-advancedheading.kt-adv-heading64340_bbb0d0-55[data-kb-block=\"kb-adv-heading64340_bbb0d0-55\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_bbb0d0-55 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_bbb0d0-55[data-kb-block=\"kb-adv-heading64340_bbb0d0-55\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_bbb0d0-55 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_bbb0d0-55\">Branding builds memory structures, fame, emotional connections, etc. Activation flips existing demand, but without brand-building it rarely produces long-term growth.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_00f353-8f, .wp-block-toluna-advancedheading.kt-adv-heading64340_00f353-8f[data-kb-block=\"kb-adv-heading64340_00f353-8f\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_00f353-8f mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_00f353-8f[data-kb-block=\"kb-adv-heading64340_00f353-8f\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_00f353-8f wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_00f353-8f\">In this discussion, we see this as applicable to AI visibility as well.&nbsp;&nbsp;When AI systems are&nbsp;trained on&nbsp;and retrieving information from the environment around brands, those brands with a larger cumulative presence are probabilistically more likely to be mentioned in AI-generated responses.<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_130bad-14 > .kt-inside-inner-col,.toluna-column64340_130bad-14 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_130bad-14 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_130bad-14 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_130bad-14 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_130bad-14 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_130bad-14{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_130bad-14 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_130bad-14 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_130bad-14\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-wrap.wp-block-toluna-rowlayout.kb-row-layout-id64340_9ac60f-38{margin-top:0px;margin-bottom:0px;}.kb-row-layout-id64340_9ac60f-38 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_9ac60f-38 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_9ac60f-38 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-right:0px;padding-left:0px;grid-template-columns:minmax(0, calc(15% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(85% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id64340_9ac60f-38 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_9ac60f-38 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_9ac60f-38 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_9ac60f-38 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_b2876d-0f > .kt-inside-inner-col{display:flex;}.toluna-column64340_b2876d-0f > .kt-inside-inner-col,.toluna-column64340_b2876d-0f > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_b2876d-0f > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_b2876d-0f > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_b2876d-0f{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_b2876d-0f > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_b2876d-0f{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_b2876d-0f{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_b2876d-0f{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_b2876d-0f > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_b2876d-0f\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_57198f-be .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_57198f-be\"><div class=\"\"><img decoding=\"async\" width=\"938\" height=\"503\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Byron-Sharp-and-Ehrenberh-Bass.png\" alt=\"Alt text: Photo of Byron Sharp, known for research arguing that brands grow by increasing penetration through stronger mental and physical availability\" class=\"kb-img wp-image-64484\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Byron-Sharp-and-Ehrenberh-Bass.png 938w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Byron-Sharp-and-Ehrenberh-Bass-300x161.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Byron-Sharp-and-Ehrenberh-Bass-768x412.png 768w\" sizes=\"(max-width: 938px) 100vw, 938px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_bd211c-fb > .kt-inside-inner-col{display:flex;}.toluna-column64340_bd211c-fb > .kt-inside-inner-col,.toluna-column64340_bd211c-fb > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_bd211c-fb > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_bd211c-fb > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_bd211c-fb{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_bd211c-fb > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_bd211c-fb{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_bd211c-fb{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_bd211c-fb{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_bd211c-fb > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_bd211c-fb\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_25c688-76, .wp-block-toluna-advancedheading.kt-adv-heading64340_25c688-76[data-kb-block=\"kb-adv-heading64340_25c688-76\"]{padding-top:0px;padding-bottom:var(--global-kb-spacing-xs, 1rem);margin-top:0px;margin-bottom:0px;font-size:var(--global-kb-font-size-lg, 1.5rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_25c688-76 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_25c688-76[data-kb-block=\"kb-adv-heading64340_25c688-76\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading64340_25c688-76 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_25c688-76\"><strong><strong>Byron Sharp and Ehrenberg-Bass: availability&nbsp;<\/strong><\/strong><\/h3>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_80e426-aa, .wp-block-toluna-advancedheading.kt-adv-heading64340_80e426-aa[data-kb-block=\"kb-adv-heading64340_80e426-aa\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_80e426-aa mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_80e426-aa[data-kb-block=\"kb-adv-heading64340_80e426-aa\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_80e426-aa wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_80e426-aa\">Byron Sharp\u2019s contribution is different. His core argument is not primarily about the brand\/activation budget split. It is primarily about availability. The Sharp and Ehrenberg-Bass theory argues that brands grow by increasing penetration, which requires both mental availability and physical availability. Ehrenberg-Bass also links mental availability to Category Entry Points: the needs, occasions,&nbsp;motives&nbsp;and contexts that trigger category consideration. A brand grows when it is linked to more of these buying situations.&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_813c13-bf > .kt-inside-inner-col,.toluna-column64340_813c13-bf > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_813c13-bf > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_813c13-bf > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_813c13-bf > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_813c13-bf > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_813c13-bf{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_813c13-bf > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_813c13-bf > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_813c13-bf\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-wrap.wp-block-toluna-rowlayout.kb-row-layout-id64340_21b809-c3{margin-top:0px;margin-bottom:0px;}.kb-row-layout-id64340_21b809-c3 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_21b809-c3 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_21b809-c3 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-right:0px;padding-left:0px;grid-template-columns:minmax(0, calc(15% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(85% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id64340_21b809-c3 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_21b809-c3 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_21b809-c3 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_21b809-c3 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_e649bb-1b > .kt-inside-inner-col{display:flex;}.toluna-column64340_e649bb-1b > .kt-inside-inner-col,.toluna-column64340_e649bb-1b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_e649bb-1b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_e649bb-1b > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_e649bb-1b{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_e649bb-1b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_e649bb-1b{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_e649bb-1b{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_e649bb-1b{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_e649bb-1b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_e649bb-1b\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_41d71c-7a .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_41d71c-7a\"><div class=\"\"><img decoding=\"async\" width=\"937\" height=\"503\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Charlie-Oscar_WARC.png\" alt=\"\" class=\"kb-img wp-image-64495\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Charlie-Oscar_WARC.png 937w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Charlie-Oscar_WARC-300x161.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Charlie-Oscar_WARC-768x412.png 768w\" sizes=\"(max-width: 937px) 100vw, 937px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_979774-a8 > .kt-inside-inner-col{display:flex;}.toluna-column64340_979774-a8 > .kt-inside-inner-col,.toluna-column64340_979774-a8 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_979774-a8 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_979774-a8 > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_979774-a8{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_979774-a8 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_979774-a8{position:relative;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_979774-a8{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_979774-a8{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_979774-a8 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_979774-a8\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_4958c1-9d, .wp-block-toluna-advancedheading.kt-adv-heading64340_4958c1-9d[data-kb-block=\"kb-adv-heading64340_4958c1-9d\"]{padding-top:0px;padding-bottom:var(--global-kb-spacing-xs, 1rem);margin-top:0px;margin-bottom:0px;font-size:var(--global-kb-font-size-lg, 1.5rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_4958c1-9d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_4958c1-9d[data-kb-block=\"kb-adv-heading64340_4958c1-9d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading64340_4958c1-9d wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_4958c1-9d\"><strong><strong><strong>Charlie Oscar\/WARC: AI visibility&nbsp;<\/strong><\/strong><\/strong><\/h3>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_fab994-15, .wp-block-toluna-advancedheading.kt-adv-heading64340_fab994-15[data-kb-block=\"kb-adv-heading64340_fab994-15\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_fab994-15 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_fab994-15[data-kb-block=\"kb-adv-heading64340_fab994-15\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_fab994-15 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_fab994-15\">Charlie Oscar\/WARC gives us a new reflection on the AI-era evidence layer. The work attributes two-thirds of LLM visibility to long-term brand equity, with current marketing activity and citations making up smaller shares. WARC\u2019s broader guidance also argues that brand fundamentals become more important, not less important, as AI tools insert themselves into the relationship between consumers and brands. Interestingly, Charlie Oscar\/WARC suggests that AI systems may now reward the same cumulative brand effects by making established, well-evidenced brands more visible in AI-mediated discovery.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_6a0166-07, .wp-block-toluna-advancedheading.kt-adv-heading64340_6a0166-07[data-kb-block=\"kb-adv-heading64340_6a0166-07\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_6a0166-07 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_6a0166-07[data-kb-block=\"kb-adv-heading64340_6a0166-07\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_6a0166-07 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_6a0166-07\">A brief comparison between Binet and Charlie Oscar\u2019s work highlights some&nbsp;very interesting&nbsp;parallels.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_5db7c8-07, .wp-block-toluna-advancedheading.kt-adv-heading64340_5db7c8-07[data-kb-block=\"kb-adv-heading64340_5db7c8-07\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_5db7c8-07 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_5db7c8-07[data-kb-block=\"kb-adv-heading64340_5db7c8-07\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_5db7c8-07 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_5db7c8-07\">As mentioned, Charlie Oscar\u2019s work shows that approximately two-thirds (\u224866%) of brand visibility inside Large Language Models (LLMs) is driven by long-term brand equity. This closely mirrors the long-established IPA \/ Les Binet finding that around 60% of marketing effectiveness comes from long-term brand building. This is not a coincidence. LLMs structurally reward the same cumulative, long-term effects that econometric models&nbsp;observe&nbsp;in brand growth and profitability.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_03ef75-8e, .wp-block-toluna-advancedheading.kt-adv-heading64340_03ef75-8e[data-kb-block=\"kb-adv-heading64340_03ef75-8e\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_03ef75-8e mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_03ef75-8e[data-kb-block=\"kb-adv-heading64340_03ef75-8e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_03ef75-8e wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_03ef75-8e\">LLMs do not rank pages or&nbsp;optimize for&nbsp;bids. They synthesize answers based on:&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_3d1634-67:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list{grid-row-gap:2px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_3d1634-67 .kb-svg-icon-wrap{font-size:8px;color:#0017AC;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items64340_3d1634-67 ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items64340_3d1634-67 kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_96f998-0b\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Long-term historical training data, increasingly supplemented by real-time retrieval and live search systems&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_b67078-47\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Frequency and consistency of brand mentions&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_b2eb77-39\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Cross-context presence&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_e3ff71-bf\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Clear entity definition&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_8b5048-a5\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Quality and consistency of documentation across sources (where scale helps, but is not the only path)&nbsp;<\/span><\/li>\n<\/ul><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_e4e6c3-3d, .wp-block-toluna-advancedheading.kt-adv-heading64340_e4e6c3-3d[data-kb-block=\"kb-adv-heading64340_e4e6c3-3d\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_e4e6c3-3d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_e4e6c3-3d[data-kb-block=\"kb-adv-heading64340_e4e6c3-3d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_e4e6c3-3d wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_e4e6c3-3d\">As a result, AI visibility&nbsp;appears to reflect&nbsp;a combination of brand equity, source consistency, and the quality of machine-readable documentation across the information environment. Scale helps, but structured evidence and credible third-party corroboration can alter the outcome. This means smaller brands may still achieve disproportionate AI visibility if they are consistently documented across authoritative and machine-readable sources.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_604ca9-0c, .wp-block-toluna-advancedheading.kt-adv-heading64340_604ca9-0c[data-kb-block=\"kb-adv-heading64340_604ca9-0c\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_604ca9-0c mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_604ca9-0c[data-kb-block=\"kb-adv-heading64340_604ca9-0c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_604ca9-0c wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_604ca9-0c\">There is a direct structural equivalence between Binet\u2019s work on brand effects and LLM behavior:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-regular\"><table class=\"has-toluna-white-background-color has-background has-fixed-layout\"><thead><tr><th class=\"has-text-align-left\" data-align=\"left\"><strong>Binet Effect<\/strong>&nbsp;<\/th><th class=\"has-text-align-left\" data-align=\"left\"><strong>LLM Analogue<\/strong>&nbsp;<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\">Long-term brand equity&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Historical data accumulation&nbsp;<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Mental availability&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Generation probability&nbsp;<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Broad reach&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Cross-context mentions&nbsp;<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Distinctiveness&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Stable entity representation&nbsp;<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Consistency&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Reinforced linguistic signals&nbsp;<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Scale&nbsp;<\/td><td class=\"has-text-align-left\" data-align=\"left\">Probabilistic dominance&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_a96302-ff, .wp-block-toluna-advancedheading.kt-adv-heading64340_a96302-ff[data-kb-block=\"kb-adv-heading64340_a96302-ff\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_a96302-ff mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_a96302-ff[data-kb-block=\"kb-adv-heading64340_a96302-ff\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_a96302-ff wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_a96302-ff\">Binet\u2019s 60\/40 rule refers to marketing effectiveness and profit growth. LLM visibility percentages refer to how discovery systems&nbsp;allocate&nbsp;attention. LLMs do not suggest&nbsp;brand now matters&nbsp;more. Rather, they surface brand effects earlier in the customer&nbsp;journey, before&nbsp;activation begins. AI does not replace brand-building theory. It adds a new visibility layer that Marketing and Research leaders must measure. AI visibility appears to behave like a new form of availability. Brands must now be mentally available to people, physically available in channels, and machine-available to AI systems.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_96098a-71 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id64340_96098a-71 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id64340_96098a-71 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}.kb-row-layout-id64340_96098a-71 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_96098a-71 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_96098a-71 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_96098a-71 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column64340_412573-b7 > .kt-inside-inner-col,.toluna-column64340_412573-b7 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_412573-b7 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_412573-b7 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_412573-b7 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_412573-b7 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_412573-b7{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_412573-b7 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_412573-b7 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_412573-b7\"><div class=\"kt-inside-inner-col\"><style>.kb-image64340_1772d0-4c .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image64340_1772d0-4c\"><div class=\"\"><img decoding=\"async\" width=\"2103\" height=\"2103\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360.png\" alt=\"Man using a laptop featuring AI and large language model visuals, symbolizing how brands must be identifiable, understandable, and retrievable in AI systems\" class=\"kb-img wp-image-64418\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360.png 2103w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-300x300.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-1024x1024.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-768x768.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-1536x1536.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-2048x2048.png 2048w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Group-40360-240x240.png 240w\" sizes=\"(max-width: 2103px) 100vw, 2103px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_8368d0-64 > .kt-inside-inner-col,.toluna-column64340_8368d0-64 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_8368d0-64 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_8368d0-64 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_8368d0-64 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_8368d0-64 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_8368d0-64{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_8368d0-64 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_8368d0-64 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_8368d0-64\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_1c61bb-c3, .wp-block-toluna-advancedheading.kt-adv-heading64340_1c61bb-c3[data-kb-block=\"kb-adv-heading64340_1c61bb-c3\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_1c61bb-c3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_1c61bb-c3[data-kb-block=\"kb-adv-heading64340_1c61bb-c3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_1c61bb-c3 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_1c61bb-c3\"><strong>AI availability: a new concept<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_1e483d-54, .wp-block-toluna-advancedheading.kt-adv-heading64340_1e483d-54[data-kb-block=\"kb-adv-heading64340_1e483d-54\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_1e483d-54 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_1e483d-54[data-kb-block=\"kb-adv-heading64340_1e483d-54\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_1e483d-54 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_1e483d-54\">Brand visibility in AI-mediated environments increasingly depends both on broad machine legibility and on how personal agents learn,&nbsp;retain&nbsp;and reproduce individual consumer preferences over time. As brands strive to become machine-legible through websites, product data, reviews and FAQs, AI availability can be defined as the probability that an AI system can correctly identify, retrieve, understand, compare and recommend a brand in response to a relevant consumer prompt.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_eb617b-af, .wp-block-toluna-advancedheading.kt-adv-heading64340_eb617b-af[data-kb-block=\"kb-adv-heading64340_eb617b-af\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_eb617b-af mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_eb617b-af[data-kb-block=\"kb-adv-heading64340_eb617b-af\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_eb617b-af wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_eb617b-af\">It is&nbsp;not the same as&nbsp;awareness. A brand can be famous among people but poorly represented in AI answers if its claims are unclear, its content is hard to parse, its proof points are weak, or its third-party corroboration is thin. It is also different from SEO. Traditional SEO helps a brand become discoverable in ranked search results. AI availability is broader. It includes whether the brand is present in the sources that AI systems trust, whether its information is structured, whether it is consistently described across the open web, and whether it can be confidently associated with&nbsp;particular category&nbsp;entry points. AI tools are not only drawing from historical training data, but many also now retrieve live information from the web. This means brands are not only competing inside model memory, but they are also competing inside the live information environment.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_f278c1-67 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_f278c1-67 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_f278c1-67 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_f278c1-67 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_f278c1-67 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_f278c1-67 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_f278c1-67 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_1fb235-a0 > .kt-inside-inner-col,.toluna-column64340_1fb235-a0 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_1fb235-a0 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_1fb235-a0 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_1fb235-a0 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_1fb235-a0 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_1fb235-a0{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_1fb235-a0 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_1fb235-a0 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_1fb235-a0\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_eadaab-fa, .wp-block-toluna-advancedheading.kt-adv-heading64340_eadaab-fa[data-kb-block=\"kb-adv-heading64340_eadaab-fa\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_eadaab-fa mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_eadaab-fa[data-kb-block=\"kb-adv-heading64340_eadaab-fa\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_eadaab-fa wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_eadaab-fa\"><strong>Why&nbsp;big brands will not always win AI search&nbsp;<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_561440-30, .wp-block-toluna-advancedheading.kt-adv-heading64340_561440-30[data-kb-block=\"kb-adv-heading64340_561440-30\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_561440-30 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_561440-30[data-kb-block=\"kb-adv-heading64340_561440-30\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_561440-30 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_561440-30\">The obvious assumption is that large brands tend to have more equity, therefore LLMs will surface large brands more often. That is directionally true, but it is incomplete. Large brands have several advantages. They tend to have more historical mentions, reviews, media coverage, backlinks, consumer discussion, marketplace&nbsp;presence&nbsp;and comparison content. These signals may&nbsp;increase both&nbsp;model familiarity and retrieval probability. If large brands receive more attention from LLMs, is that because of brand equity itself, or because larger companies have more resources to&nbsp;optimize&nbsp;their information environment? The answer is&nbsp;likely both.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_5e136e-5b, .wp-block-toluna-advancedheading.kt-adv-heading64340_5e136e-5b[data-kb-block=\"kb-adv-heading64340_5e136e-5b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_5e136e-5b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_5e136e-5b[data-kb-block=\"kb-adv-heading64340_5e136e-5b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_5e136e-5b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_5e136e-5b\">Large brands may be more visible because their brand equity produces more cultural and digital traces. However, AI visibility can also be affected by tactical factors: FAQs, structured pages, product data, review environments, third-party articles, category guides, comparison&nbsp;content&nbsp;and paid placements.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_aa06f8-c6, .wp-block-toluna-advancedheading.kt-adv-heading64340_aa06f8-c6[data-kb-block=\"kb-adv-heading64340_aa06f8-c6\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_aa06f8-c6 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_aa06f8-c6[data-kb-block=\"kb-adv-heading64340_aa06f8-c6\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_aa06f8-c6 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_aa06f8-c6\">M+C Saatchi Performance describes this as a shift where traditional SEO is no longer enough. Their analysis argues that brands can perform well in search but remain absent from AI answers if they lack corroboration across directories, review platforms,&nbsp;roundups&nbsp;and trusted third-party sources.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_2b1983-9a, .wp-block-toluna-advancedheading.kt-adv-heading64340_2b1983-9a[data-kb-block=\"kb-adv-heading64340_2b1983-9a\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_2b1983-9a mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_2b1983-9a[data-kb-block=\"kb-adv-heading64340_2b1983-9a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_2b1983-9a wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_2b1983-9a\">AI does not simply reward size. It rewards brands that are salient,&nbsp;sourceable,&nbsp;consistent&nbsp;and easy to justify. Scale helps, but structured evidence and credible third-party corroboration can alter the outcome.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_45939c-09 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_45939c-09 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_45939c-09 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-md, 2rem);padding-bottom:var(--global-kb-spacing-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_45939c-09{border-top-left-radius:5px;border-top-right-radius:5px;border-bottom-right-radius:5px;border-bottom-left-radius:5px;overflow:clip;isolation:isolate;}.kb-row-layout-id64340_45939c-09 > .kt-row-layout-overlay{border-top-left-radius:5px;border-top-right-radius:5px;border-bottom-right-radius:5px;border-bottom-left-radius:5px;}.kb-row-layout-id64340_45939c-09 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_45939c-09 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_45939c-09 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_45939c-09 alignfull has-whisper-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col,.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_9c8cd9-99{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_9c8cd9-99 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_9c8cd9-99\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_9a9bcb-9c, .wp-block-toluna-advancedheading.kt-adv-heading64340_9a9bcb-9c[data-kb-block=\"kb-adv-heading64340_9a9bcb-9c\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_9a9bcb-9c mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_9a9bcb-9c[data-kb-block=\"kb-adv-heading64340_9a9bcb-9c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_9a9bcb-9c wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_9a9bcb-9c\"><strong>Category Entry Points become prompt entry points<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_22561a-81, .wp-block-toluna-advancedheading.kt-adv-heading64340_22561a-81[data-kb-block=\"kb-adv-heading64340_22561a-81\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_22561a-81 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_22561a-81[data-kb-block=\"kb-adv-heading64340_22561a-81\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_22561a-81 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_22561a-81\">We know that in Sharp\/Ehrenberg-Bass thinking, brands build mental availability by linking themselves to Category Entry Points. In an AI world, Category Entry Points increasingly become prompt entry points. These prompts are modern expressions of category entry points. The AI system then acts as an intermediary, translating the user\u2019s&nbsp;need&nbsp;into a shortlist,&nbsp;explanation&nbsp;or recommendation.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_f9e248-5f, .wp-block-toluna-advancedheading.kt-adv-heading64340_f9e248-5f[data-kb-block=\"kb-adv-heading64340_f9e248-5f\"]{text-align:center;font-size:var(--global-kb-font-size-md, 1rem);line-height:25px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_f9e248-5f mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_f9e248-5f[data-kb-block=\"kb-adv-heading64340_f9e248-5f\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading64340_f9e248-5f wp-block-toluna-advancedheading has-primary-cobalt-fusion-color has-text-color\" data-kb-block=\"kb-adv-heading64340_f9e248-5f\">This changes the research problem. Brands should not only ask whether they are known, they should ask:&nbsp;<\/h5>\n\n\n<style>.kb-row-layout-id64340_ba05eb-e3 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_ba05eb-e3 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_ba05eb-e3 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(6, minmax(0, 1fr));}.kb-row-layout-id64340_ba05eb-e3 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_ba05eb-e3 > .kt-row-column-wrap{grid-template-columns:repeat(6, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id64340_ba05eb-e3 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_ba05eb-e3 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-6-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col,.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_ae6e9d-4b{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_ae6e9d-4b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_ae6e9d-4b\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_540d16-ee:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_540d16-ee.kb-image-is-ratio-size, .kb-image64340_540d16-ee .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_540d16-ee.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_540d16-ee .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_540d16-ee figure{max-width:75px;}.kb-image64340_540d16-ee .image-is-svg, .kb-image64340_540d16-ee .image-is-svg img{width:100%;}.kb-image64340_540d16-ee .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_540d16-ee\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_66c4fe-f9, .wp-block-toluna-advancedheading.kt-adv-heading64340_66c4fe-f9[data-kb-block=\"kb-adv-heading64340_66c4fe-f9\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_66c4fe-f9 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_66c4fe-f9[data-kb-block=\"kb-adv-heading64340_66c4fe-f9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_66c4fe-f9 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_66c4fe-f9\">For which prompts does the brand appear?&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_6b5177-05 > .kt-inside-inner-col,.toluna-column64340_6b5177-05 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_6b5177-05 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_6b5177-05 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_6b5177-05 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_6b5177-05 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_6b5177-05{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_6b5177-05 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_6b5177-05 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_6b5177-05\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_b0831e-bb:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_b0831e-bb.kb-image-is-ratio-size, .kb-image64340_b0831e-bb .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_b0831e-bb.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_b0831e-bb .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_b0831e-bb figure{max-width:75px;}.kb-image64340_b0831e-bb .image-is-svg, .kb-image64340_b0831e-bb .image-is-svg img{width:100%;}.kb-image64340_b0831e-bb .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_b0831e-bb\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_c53243-6d, .wp-block-toluna-advancedheading.kt-adv-heading64340_c53243-6d[data-kb-block=\"kb-adv-heading64340_c53243-6d\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_c53243-6d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_c53243-6d[data-kb-block=\"kb-adv-heading64340_c53243-6d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_c53243-6d wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_c53243-6d\">For which&nbsp;category needs&nbsp;is&nbsp;the brand associated?&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_34d0ec-05 > .kt-inside-inner-col,.toluna-column64340_34d0ec-05 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_34d0ec-05 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_34d0ec-05 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_34d0ec-05 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_34d0ec-05 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_34d0ec-05{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_34d0ec-05 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_34d0ec-05 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_34d0ec-05\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_bb6279-5f:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_bb6279-5f.kb-image-is-ratio-size, .kb-image64340_bb6279-5f .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_bb6279-5f.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_bb6279-5f .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_bb6279-5f figure{max-width:75px;}.kb-image64340_bb6279-5f .image-is-svg, .kb-image64340_bb6279-5f .image-is-svg img{width:100%;}.kb-image64340_bb6279-5f .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_bb6279-5f\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_9c22d3-d2, .wp-block-toluna-advancedheading.kt-adv-heading64340_9c22d3-d2[data-kb-block=\"kb-adv-heading64340_9c22d3-d2\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_9c22d3-d2 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_9c22d3-d2[data-kb-block=\"kb-adv-heading64340_9c22d3-d2\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_9c22d3-d2 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_9c22d3-d2\">What language does&nbsp;the AI&nbsp;use to describe the brand?&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col,.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_b6a8ff-6b{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_b6a8ff-6b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_b6a8ff-6b\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_3c62c6-a9:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_3c62c6-a9.kb-image-is-ratio-size, .kb-image64340_3c62c6-a9 .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_3c62c6-a9.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_3c62c6-a9 .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_3c62c6-a9 figure{max-width:75px;}.kb-image64340_3c62c6-a9 .image-is-svg, .kb-image64340_3c62c6-a9 .image-is-svg img{width:100%;}.kb-image64340_3c62c6-a9 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_3c62c6-a9\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_965663-86, .wp-block-toluna-advancedheading.kt-adv-heading64340_965663-86[data-kb-block=\"kb-adv-heading64340_965663-86\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_965663-86 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_965663-86[data-kb-block=\"kb-adv-heading64340_965663-86\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_965663-86 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_965663-86\">Which competitors are mentioned alongside it?&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_90e607-dd > .kt-inside-inner-col,.toluna-column64340_90e607-dd > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_90e607-dd > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_90e607-dd > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_90e607-dd > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_90e607-dd > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_90e607-dd{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_90e607-dd > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_90e607-dd > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_90e607-dd\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_a98cae-5d:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_a98cae-5d.kb-image-is-ratio-size, .kb-image64340_a98cae-5d .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_a98cae-5d.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_a98cae-5d .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_a98cae-5d figure{max-width:75px;}.kb-image64340_a98cae-5d .image-is-svg, .kb-image64340_a98cae-5d .image-is-svg img{width:100%;}.kb-image64340_a98cae-5d .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_a98cae-5d\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_4c3cdd-b8, .wp-block-toluna-advancedheading.kt-adv-heading64340_4c3cdd-b8[data-kb-block=\"kb-adv-heading64340_4c3cdd-b8\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_4c3cdd-b8 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_4c3cdd-b8[data-kb-block=\"kb-adv-heading64340_4c3cdd-b8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_4c3cdd-b8 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_4c3cdd-b8\">Which sources are shaping that answer?&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_12efb3-b3 > .kt-inside-inner-col,.toluna-column64340_12efb3-b3 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_12efb3-b3 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_12efb3-b3 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_12efb3-b3 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_12efb3-b3 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_12efb3-b3{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_12efb3-b3 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_12efb3-b3 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_12efb3-b3\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_864117-b7:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image64340_864117-b7.kb-image-is-ratio-size, .kb-image64340_864117-b7 .kb-image-is-ratio-size{max-width:75px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_864117-b7.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_864117-b7 .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_864117-b7 figure{max-width:75px;}.kb-image64340_864117-b7 .image-is-svg, .kb-image64340_864117-b7 .image-is-svg img{width:100%;}.kb-image64340_864117-b7 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_864117-b7\"><figure class=\"aligncenter size-large image-is-svg\"><div class=\"\"><img decoding=\"async\" width=\"82\" height=\"82\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/question.svg\" alt=\"\" class=\"kb-img wp-image-64440\"\/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_7d8966-07, .wp-block-toluna-advancedheading.kt-adv-heading64340_7d8966-07[data-kb-block=\"kb-adv-heading64340_7d8966-07\"]{margin-top:0px;margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-sm, 0.875rem);line-height:18px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_7d8966-07 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_7d8966-07[data-kb-block=\"kb-adv-heading64340_7d8966-07\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_7d8966-07 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_7d8966-07\">Does the AI frame the brand how we want it to be framed?&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_f26b01-64, .wp-block-toluna-advancedheading.kt-adv-heading64340_f26b01-64[data-kb-block=\"kb-adv-heading64340_f26b01-64\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_f26b01-64 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_f26b01-64[data-kb-block=\"kb-adv-heading64340_f26b01-64\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_f26b01-64 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_f26b01-64\">This is the AI-era version of brand salience research. The unit of analysis moves from the survey association to the prompt-response environment.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_1149ad-84 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_1149ad-84 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_1149ad-84 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-lg, 3rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_1149ad-84 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_1149ad-84 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_1149ad-84 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_1149ad-84 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_32a6d4-55 > .kt-inside-inner-col,.toluna-column64340_32a6d4-55 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_32a6d4-55 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_32a6d4-55 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_32a6d4-55 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_32a6d4-55 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_32a6d4-55{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_32a6d4-55 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_32a6d4-55 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_32a6d4-55\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_17159d-9b, .wp-block-toluna-advancedheading.kt-adv-heading64340_17159d-9b[data-kb-block=\"kb-adv-heading64340_17159d-9b\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:45px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_17159d-9b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_17159d-9b[data-kb-block=\"kb-adv-heading64340_17159d-9b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading64340_17159d-9b wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_17159d-9b\"><strong>Conclusion&nbsp;<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_e18d55-e3, .wp-block-toluna-advancedheading.kt-adv-heading64340_e18d55-e3[data-kb-block=\"kb-adv-heading64340_e18d55-e3\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_e18d55-e3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_e18d55-e3[data-kb-block=\"kb-adv-heading64340_e18d55-e3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_e18d55-e3 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_e18d55-e3\">AI visibility should not be understood as replacing established brand-growth theory, but as extending it into AI-mediated discovery environments. Mental availability, physical&nbsp;availability&nbsp;and AI availability may increasingly&nbsp;operate&nbsp;together as interconnected layers of modern brand visibility. The next challenge for marketing and insight teams is understanding how brands become retrievable,&nbsp;interpretable&nbsp;and recommendable inside generative systems.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_04aa5b-33, .wp-block-toluna-advancedheading.kt-adv-heading64340_04aa5b-33[data-kb-block=\"kb-adv-heading64340_04aa5b-33\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_04aa5b-33 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_04aa5b-33[data-kb-block=\"kb-adv-heading64340_04aa5b-33\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_04aa5b-33 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_04aa5b-33\">Want to learn more about marketing in an AI world? This article is the first in our three-part series. In the second blog, we explore how brands can drive AI Availability through influencing decision agents and LLMs. The final installment examines the practical and strategic implications for building a machine-readable brand.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_d1556d-33, .wp-block-toluna-advancedheading.kt-adv-heading64340_d1556d-33[data-kb-block=\"kb-adv-heading64340_d1556d-33\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_d1556d-33 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_d1556d-33[data-kb-block=\"kb-adv-heading64340_d1556d-33\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_d1556d-33 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading64340_d1556d-33\">For a deeper exploration of this topic, stay tuned for our upcoming whitepaper.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_e5fa37-b1 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_e5fa37-b1 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_e5fa37-b1 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_e5fa37-b1{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;overflow:clip;isolation:isolate;}.kb-row-layout-id64340_e5fa37-b1 > .kt-row-layout-overlay{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;}.kb-row-layout-id64340_e5fa37-b1 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_e5fa37-b1 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_e5fa37-b1 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_e5fa37-b1 alignfull has-whisper-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_7054a5-29 > .kt-inside-inner-col,.toluna-column64340_7054a5-29 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_7054a5-29 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_7054a5-29 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_7054a5-29 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_7054a5-29 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_7054a5-29{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_7054a5-29 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_7054a5-29 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_7054a5-29\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-id64340_89bbd6-0d > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id64340_89bbd6-0d > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id64340_89bbd6-0d > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xxs, 0.5rem);grid-template-columns:minmax(0, calc(10% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(90% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id64340_89bbd6-0d > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_89bbd6-0d > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_89bbd6-0d > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_89bbd6-0d alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column64340_5da033-8a > .kt-inside-inner-col{display:flex;}.toluna-column64340_5da033-8a > .kt-inside-inner-col{padding-bottom:0px;}.toluna-column64340_5da033-8a > .kt-inside-inner-col,.toluna-column64340_5da033-8a > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_5da033-8a > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;justify-content:center;align-items:center;}.toluna-column64340_5da033-8a > .kt-inside-inner-col > .kb-image-is-ratio-size{align-self:stretch;}.toluna-column64340_5da033-8a > .kt-inside-inner-col > .wp-block-toluna-advancedgallery{align-self:stretch;}.toluna-column64340_5da033-8a > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_5da033-8a{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_5da033-8a > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_5da033-8a{position:relative;}.toluna-column64340_5da033-8a, .kt-inside-inner-col > .toluna-column64340_5da033-8a:not(.specificity){margin-bottom:0px;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_5da033-8a{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;align-items:center;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_5da033-8a{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_5da033-8a > .kt-inside-inner-col{flex-direction:column;align-items:center;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_5da033-8a\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image64340_da8de4-bd:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:0px;}.kb-image64340_da8de4-bd.kb-image-is-ratio-size, .kb-image64340_da8de4-bd .kb-image-is-ratio-size{max-width:80px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_da8de4-bd.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image64340_da8de4-bd .kb-image-is-ratio-size{align-self:unset;}.kb-image64340_da8de4-bd figure{max-width:80px;}.kb-image64340_da8de4-bd .image-is-svg, .kb-image64340_da8de4-bd .image-is-svg img{width:100%;}.kb-image64340_da8de4-bd .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image64340_da8de4-bd\"><figure class=\"aligncenter size-full\"><div class=\"\"><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Jon.png\" alt=\"\" class=\"kb-img wp-image-64506\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Jon.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Jon-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/07\/Jon-240x240.png 240w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{display:flex;}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{padding-bottom:var(--global-kb-spacing-md, 2rem);}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col,.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column64340_cd2a6c-4f{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_cd2a6c-4f{position:relative;}.toluna-column64340_cd2a6c-4f, .kt-inside-inner-col > .toluna-column64340_cd2a6c-4f:not(.specificity){margin-top:0px;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column64340_cd2a6c-4f{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column64340_cd2a6c-4f{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column64340_cd2a6c-4f > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_cd2a6c-4f\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_73f337-cf, .wp-block-toluna-advancedheading.kt-adv-heading64340_73f337-cf[data-kb-block=\"kb-adv-heading64340_73f337-cf\"]{margin-bottom:0px;font-size:var(--global-kb-font-size-md, 1rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_73f337-cf mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_73f337-cf[data-kb-block=\"kb-adv-heading64340_73f337-cf\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading64340_73f337-cf wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_73f337-cf\">Author: Jon Arthurs<\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading64340_9a248d-95, .wp-block-toluna-advancedheading.kt-adv-heading64340_9a248d-95[data-kb-block=\"kb-adv-heading64340_9a248d-95\"]{padding-bottom:0px;margin-top:0px;margin-bottom:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_9a248d-95 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_9a248d-95[data-kb-block=\"kb-adv-heading64340_9a248d-95\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_9a248d-95 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_9a248d-95\">Managing Director, Eastern Europe at Toluna<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.toluna-column64340_669dde-c6 > .kt-inside-inner-col{padding-top:0px;}.toluna-column64340_669dde-c6 > .kt-inside-inner-col,.toluna-column64340_669dde-c6 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_669dde-c6 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_669dde-c6 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_669dde-c6 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_669dde-c6 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_669dde-c6{position:relative;}.toluna-column64340_669dde-c6, .kt-inside-inner-col > .toluna-column64340_669dde-c6:not(.specificity){margin-top:0px;}@media all and (max-width: 1024px){.toluna-column64340_669dde-c6 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_669dde-c6 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_669dde-c6\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_af4e10-bb, .wp-block-toluna-advancedheading.kt-adv-heading64340_af4e10-bb[data-kb-block=\"kb-adv-heading64340_af4e10-bb\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_af4e10-bb mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_af4e10-bb[data-kb-block=\"kb-adv-heading64340_af4e10-bb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading64340_af4e10-bb wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_af4e10-bb\">This series is written by&nbsp;<strong>Jon&nbsp;Arthurs, Managing&nbsp;Director, Eastern Europe&nbsp;at&nbsp;Toluna<\/strong>&nbsp;and with&nbsp;thanks to&nbsp;<strong>Rick&nbsp;Candelari, Global Team Lead Solution Consulting at&nbsp;Toluna<\/strong>&nbsp;for&nbsp;additional&nbsp;contributions to these articles.&nbsp;<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id64340_45d593-ee > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id64340_45d593-ee > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id64340_45d593-ee > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id64340_45d593-ee > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id64340_45d593-ee > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id64340_45d593-ee > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id64340_45d593-ee alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column64340_90ab5c-81 > .kt-inside-inner-col,.toluna-column64340_90ab5c-81 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column64340_90ab5c-81 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column64340_90ab5c-81 > .kt-inside-inner-col{flex-direction:column;}.toluna-column64340_90ab5c-81 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column64340_90ab5c-81 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column64340_90ab5c-81{position:relative;}@media all and (max-width: 1024px){.toluna-column64340_90ab5c-81 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column64340_90ab5c-81 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column64340_90ab5c-81\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading64340_574649-ba, .wp-block-toluna-advancedheading.kt-adv-heading64340_574649-ba[data-kb-block=\"kb-adv-heading64340_574649-ba\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading64340_574649-ba mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading64340_574649-ba[data-kb-block=\"kb-adv-heading64340_574649-ba\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading64340_574649-ba wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading64340_574649-ba\"><strong>References<\/strong><\/h5>\n\n\n<style>.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_1146c0-8d:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_1146c0-8d ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_1146c0-8d ul.kt-svg-icon-list{grid-row-gap:1px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_1146c0-8d .kb-svg-icon-wrap{font-size:5px;color:#000000;}.wp-block-toluna-iconlist.kt-svg-icon-list-items64340_1146c0-8d ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items64340_1146c0-8d ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items64340_1146c0-8d kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_012430-2a\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Aaker, D.A. (1991) Managing brand equity: capitalizing on the value of a brand name. New York: Free Press.&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_b9b21d-e5\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Aggarwal, P.,&nbsp;Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K. and Deshpande, A. (2024) \u2018GEO: Generative Engine Optimization\u2019,&nbsp;arXiv. Available at: https:\/\/arxiv.org\/abs\/2311.09735&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_7ec32f-0a\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Binet, L. and Field, P. (2013) The long and the&nbsp;short&nbsp;of it: balancing short and long-term marketing strategies. London: Institute of Practitioners in Advertising.&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_f06adc-d8\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">Charlie Oscar (2026) \u2018What really drives LLM visibility\u2019. Cited in: WARC (2026) The WARC guide: brand building in the age of Gen AI. Available at: https:\/\/www.warc.com\/en\/the-warc-guide-brand-building-in-the-age-of-gen-ai&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_d7d66d-5d\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">Keller, K.L. (1993) \u2018Conceptualizing, measuring, and managing customer-based brand equity\u2019, Journal of Marketing, 57(1), pp. 1-22.&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_030eb3-23\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">M+C Saatchi Performance (2026) What really drives LLM search visibility? Available at: https:\/\/www.mcsaatchiperformance.com\/news\/what-really-drives-llm-search-visibility\/&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_d1e176-75\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">OpenAI (2024) Introducing ChatGPT search. Available at: https:\/\/openai.com\/index\/introducing-chatgpt-search\/&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_30e409-28\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">Sharp, B. (2010) How brands grow: what marketers&nbsp;don\u2019t&nbsp;know. South Melbourne: Oxford University Press.&nbsp;<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-64340_29e5d2-95\"><span class=\"kb-svg-icon-wrap kb-svg-icon-USE_PARENT_DEFAULT_ICON kt-svg-icon-list-single\"><\/span><span class=\"kt-svg-icon-list-text\">WARC (2026) The WARC guide: brand building in the age of Gen AI. Available at: https:\/\/www.warc.com\/en\/the-warc-guide-brand-building-in-the-age-of-gen-ai&nbsp;<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction Most brand-growth theories are built around attention, memory and availability. However,<\/p>\n","protected":false},"author":82,"featured_media":64429,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"_toluna_use_new_nav":false,"footnotes":""},"categories":[50],"tags":[542,544,545,240,543,495],"class_list":["post-64340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ai-discovery","tag-ai-for-marketing","tag-ai-marketing","tag-consumer-insights","tag-llm","tag-marketing-innovation","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/posts\/64340","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/users\/82"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/comments?post=64340"}],"version-history":[{"count":23,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/posts\/64340\/revisions"}],"predecessor-version":[{"id":64562,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/posts\/64340\/revisions\/64562"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/media\/64429"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/media?parent=64340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/categories?post=64340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/es\/wp-json\/wp\/v2\/tags?post=64340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}