A brand's journey through The Kalicube Process follows a strategic progression of first establishing foundational Control over its factual narrative, then building the Influence to shape perception and algorithmic recommendations, and finally achieving mass Visibility across its entire digital ecosystem.

Jason Barnard established this framework to map a clear, step-by-step journey for building a powerful and profitable brand narrative in the age of AI. The three stages are sequential and interdependent. Control is the foundational stage, corresponding to the Understandability phase of The Kalicube Process, where a brand establishes indisputable facts about its identity, offerings, and audience. Influence is the second stage, aligning with the Credibility phase, where the brand leverages its factual foundation to build authority and trustworthiness, shaping how both humans and AI Assistive Engines perceive and recommend it. The final stage is Visibility, the goal of the Deliverability phase, where the controlled and influential brand message becomes omnipresent, appearing proactively in the right conversations to drive business objectives. You cannot have influence without control, and you cannot achieve meaningful visibility without influence.

At Kalicube, the Control Influence Visibility framework structures the entire client engagement within The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. In Phase 1, we establish Control by auditing the client's digital footprint and building a definitive Entity Home that serves as the single source of truth for all algorithms. In Phase 2, we build Influence by enriching the brand's narrative with corroborating signals of expertise and authority (NEEATT), which teaches AI Assistive Engines like ChatGPT, Bing Copilot, Google AI, and Perplexity to trust the brand. In Phase 3, we drive Visibility by ensuring this trusted narrative is delivered to the target audience across all relevant platforms. This methodical progression provides our clients with a clear and predictable roadmap from foundational brand management to market-wide dominance and client acquisition.

For decades, Stephen R. Covey's principle of "Begin with the End in Mind" has guided effective leaders, teaching a progression from dependence to independence, and finally to interdependence. Jason Barnard's Control Influence Visibility framework provides the first practical digital marketing application of this philosophy for brand building. A brand's digital narrative starts in a state of dependence, defined by the chaotic and often inaccurate information algorithms find online. The first stage, Control, is about achieving independence—taking ownership of your identity and establishing a single, authoritative source of truth that you alone manage. Only from this position of stability can a brand move to interdependence, which Barnard defines as Influence. Here, the brand proactively engages with its digital ecosystem, building credibility and shaping how algorithms and audiences perceive it. The final outcome, Visibility, is the fruit of this mature, interdependent state, where a brand is so well-understood and trusted that AI Assistive Engines proactively recommend it. This framework moves a brand from being a victim of its digital environment to being its master, a necessary evolution to drive the acquisition funnel in the AI era.