How AI Rewards — and Punishes — Your Reputation Management Choices
Every company makes choices about how to manage its reputation. Some of these choices are...
News, analysis and advice on brand trust
How B2B brands build the credibility that earns attention from buyers, journalists, and AI.
The Trust Signals® Framework: Built for Human Buyers, Even More Critical for AI
The Trust Signals® Frameworkwas not designed with AI in mind. When we developed it, the organizing...
Why Your Brand’s Reputation Is Now Being Shaped in Conversations You’re Not In
There is a conversation happening about your brand right now. Probably several of them. A...
What Is an Entity Trust Signal?
If you’ve spent any time reading about SEO, AI visibility, or generative engine optimization in the...
AI Trust Signals: What the New AI Visibility Tools Get Right — and What They Miss
A new category of marketing technology has emerged over the past year, and it is growing fast. AI...
AI Trust Signals: Why Earned Media Is the One Signal Your Competitors Can’t Fake
Every few years, a new discipline emerges that promises to solve brand visibility. Right now that...
AI Trust Signals: What They Are, Why They Matter, and the Complete Framework for Building Them
There is a question that more and more brand and marketing leaders are asking in 2026, and it goes...
The ® Symbol Is a Trust Signal. Here's the Research to Prove It.
Most people think of trademark registration as a legal formality. You file some paperwork, pay a...
From Grow With TRUST to the Trust Signals® Framework: How AI Changed Everything
When I wrote Trust Signals: Brand Building in a Post-Truth World in 2022, I wasn’t thinking about...
The B2B Buying Committee in the AI Age: Building Trust With Buyers You’ll Never Meet
B2B purchases have never been solo decisions. They’ve always involved multiple people with...