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

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