The Contrarian Brand Play: Why Right Now Is the Best Time to Invest in Brand

The Contrarian Brand Play: Why Right Now Is the Best Time to Invest in Brand

Fri, Sep 18, 2026 | Posted by Doug Bell

 

Executive Takeaways

  • Most companies are cutting brand spend to fund rising paid acquisition costs. That is the wrong response.
  • Brand awareness now drives AI citations, and AI citations drive Day One shortlist inclusion.
  • Google's redesign of Search makes brand recognition more important; AI systems favor brands users already know.
  • The companies investing in brand while competitors pull back are building advantages at lower cost.

Part 4 of our four-part series on the evolving AI search landscape and what B2B leaders need to know to stay competitive.

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