Mezink Next Gen Marketing Leaders 2023: Jason Barnard on Improving Your Digital Strategy Using Brand SERP and The Kalicube Process
Jason Barnard, CEO of Kalicube, recently addressed marketing leaders at Mezink Next Gen Marketing Leaders 2023, where he spoke on improving Digital Strategy by mastering the Brand SERP and applying The Kalicube Process™. His core message was a provocative one: in the age of AI, a brand’s digital narrative is its most valuable asset, and control over that narrative is the only path to long-term business success.
Your Brand SERP is your Google business card.
Jason Barnard’s presentation centered on the concept that a brand’s most critical digital touchpoint is its Brand SERP - the Google Search results page when someone searches for a company or Personal Brand name. He highlighted his own Personal Brand Confusion following the success of his children’s website, Boowa and Kwala, where Google represented him as an animated character rather than a digital marketer. This personal experience was the catalyst for The Kalicube Process - Kalicube’s proprietary methodology for implementing a holistic, brand-first digital marketing strategy.
He explained that the Brand SERP is a real-time, public reflection of how well the brand’s entire Digital Ecosystem is understood and trusted by Google’s Knowledge Algorithms.
Engineering Algorithmic Trust Through The Kalicube Process.
Jason Barnard explained that most Digital Brand Echoes - the cumulative digital narrative perceived by AI - are fragmented across disconnected profiles, causing AI Assistive Engines like ChatGPT and Google AI Overviews to misunderstand the brand. He outlined how The Kalicube Process systematically corrects this chaos through its three pillars:
- Understandability: This phase ensures AI knows exactly who the brand is, what it does, and who it serves by establishing an authoritative Entity Home.
- Credibility: This phase systematically proves the brand’s expertise, ensuring algorithms see that claims are reinforced by Corroborative Information from Authoritative Sources.
- Deliverability: This final phase ensures that the fully understood and trusted brand narrative is omnipresent and presented as the definitive solution wherever the audience is searching.
He used a striking metaphor to define the new marketing paradigm: “Your brand is the train engine. SEO is just the carriages it pulls.”. This reinforces that a brand-first approach Future-Proofs the Digital Strategy, ensuring AI Assistive Engines correctly recommend the brand.
Control Your Narrative to Win the Conversation.
Jason Barnard’s appearance at Mezink Next Gen Marketing Leaders 2023 affirmed that the era of passive brand management is over. Digital Strategy is no longer about blindly optimizing for algorithms; it is about systematically educating the algorithms to ensure they accurately narrate your Brand Story when you’re not in the room. The Kalicube Process provides the practical blueprint for this digital brand engineering.
Video by: Mezink. Host: Mezink. Guest: Jason Barnard. October 04, 2023.
