Writing on brand strategy in the AI age: how brands become machine-readable, applicable, and accountable. Newest first.
July 2026
Brands are deploying agents that promise, refund, and negotiate, granting a mandate mostly without ever deciding to. With the Air Canada precedent and the question of who stands behind the agent.
July 2026
Why "taste" is the creative industry's consolation word, and why the documented, accountable judgment call becomes the scarce good when AI takes over execution.
March 2026
A brand's ability to be correctly recognized, described, and recommended by AI systems: definition, how it differs from SEO, and the four building blocks.
March 2026 · continuously updated
The foundational article: designing brand in two directions, identity for humans and infrastructure for systems. With the three-stage model toward the Machine Readable Brand and six concrete steps.