https://robert-haase.de/en/articles.html Writing on brand strategy in the AI age: how brands become machine-readable, applicable, and accountable. en Mon, 21 Sep 2026 18:38:00 +0200 https://robert-haase.de/en/brand-as-mcp-server.html https://robert-haase.de/en/brand-as-mcp-server.html Mon, 21 Sep 2026 12:00:00 +0200 Brand servers hand out rules and solve consistency. None of them answers whether a statement may be made in the brand's name. Why the decided layer behind the interface is a task for brand management and cannot be delegated to IT. https://robert-haase.de/en/how-ai-is-reversing-the-branding-process.html https://robert-haase.de/en/how-ai-is-reversing-the-branding-process.html Wed, 09 Sep 2026 12:00:00 +0200 Visibility in AI search is only the first stage. On the second, a company's own teams produce with AI; on the third, one system hands over to the next, and only what is explicitly specified arrives. Why checking how machines read the brand today moves to the start of the branding process, and why the exception matters as much as the rule. With Tabea Otto, first published at HORIZONT. https://robert-haase.de/en/what-the-machine-doesnt-get.html https://robert-haase.de/en/what-the-machine-doesnt-get.html Tue, 25 Aug 2026 12:00:00 +0200 When copying gets cheap, value shifts to what can't be copied. Why the price premium sits on the decision, not on the machine's inability, and what a brand's two lists look like. With Miyazaki, The Cure, and Aldi. https://robert-haase.de/en/the-gap-that-doesnt-respond.html https://robert-haase.de/en/the-gap-that-doesnt-respond.html Wed, 12 Aug 2026 12:00:00 +0200 Why the unsaid works on people and disappears for machines. A response to Erich Posselt's "The Smoothness of Clarity", first published at The Business of Brand Management. First published at tbobm.com. https://robert-haase.de/en/open-brand-repo.html https://robert-haase.de/en/open-brand-repo.html Tue, 21 Jul 2026 12:00:00 +0200 Switzerland prepared its official writing rules for language models and its corporate design as a PDF. Why the brand specification belongs in a public, versioned repository, and where the line between public and internal runs. https://robert-haase.de/en/machine-view.html https://robert-haase.de/en/machine-view.html Tue, 21 Jul 2026 12:00:00 +0200 On the left this site as a human sees it, on the right the same page in the formats AI search and browser agents actually process. Read live from the source, with the evidence and the limits of what follows from it. https://robert-haase.de/en/machine-readable-brands.html https://robert-haase.de/en/machine-readable-brands.html Sun, 19 Jul 2026 12:00:00 +0200 Brands whose identity, language, and design logic exist as a specification. Definition, the three-stage maturity model, and the boundaries against structured data and design systems. https://robert-haase.de/en/the-bet.html https://robert-haase.de/en/the-bet.html Sat, 18 Jul 2026 12:00:00 +0200 When clients can generate any analysis in minutes, consulting loses authority through knowing more. What remains: the recommendation that commits. With five concrete changes for strategy work. https://robert-haase.de/en/agent-authority.html https://robert-haase.de/en/agent-authority.html Fri, 10 Jul 2026 19:00:00 +0200 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. https://robert-haase.de/en/taste-accountability.html https://robert-haase.de/en/taste-accountability.html Fri, 10 Jul 2026 09:00:00 +0200 Why "taste" is the creative industry's consolation word, and why the documented, accountable decision becomes the scarce good when AI takes over execution. https://robert-haase.de/en/agentic-brand-readiness.html https://robert-haase.de/en/agentic-brand-readiness.html Fri, 27 Mar 2026 09:00:00 +0100 A brand's maturity level toward AI systems, and how to test it yourself in ten minutes. With how it differs from SEO and the four building blocks. https://robert-haase.de/en/brand-infrastructure.html https://robert-haase.de/en/brand-infrastructure.html Sat, 07 Mar 2026 09:00:00 +0100 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.