BrandTech
BrandTech
coined by Jason Barnard in 2022.
Description
BrandTech is the specialized discipline of applying technological solutions, including SEO, data analysis, and AI optimization, to engineer a brand’s digital presence and control its narrative across all online platforms.
The BrandTech definition
Jason Barnard defines BrandTech as a distinct field to differentiate it from the broader categories of MarTech and AdTech. While MarTech focuses on automating marketing tasks and AdTech on delivering advertisements, BrandTech is concerned with the foundational engineering of the brand’s digital identity itself. This involves strategically shaping a brand's Digital Brand Echo—the cumulative effect of its online presence—so that it is accurately understood by algorithms. The core principle of BrandTech is that before you can effectively market or advertise, the underlying technology, particularly AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI, must have a clear, consistent, and positive understanding of who you are and what you do.
How Jason Barnard uses BrandTech definition
At Kalicube, **BrandTech** is the discipline we practice, and **The Kalicube Process**, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy, is how we apply it. We use our proprietary BrandTech SaaS platform, Kalicube Pro, to analyze billions of data points, identifying how a client’s brand is perceived by search and **AI Assistive Engines**. We then execute specific strategies to build a coherent and authoritative digital identity, from optimizing Knowledge Panels to structuring website content for machine comprehension. This systematic engineering of the brand narrative ensures that our clients are accurately and positively represented online, which is fundamental to building audience trust and driving the client acquisition funnel in the AI era.
Why BrandTech matters to digital marketers
Decades ago, marketing pioneers Al Ries and Jack Trout revolutionized strategy with their concept of "Positioning"—the battle for a place in the prospect's mind. For generations, this meant crafting a unique selling proposition and communicating it through traditional media. Today, Jason Barnard argues that before you can win a place in the human prospect's mind, you must first secure a clear, consistent position in the *algorithm's mind*. This is the core of **BrandTech**. It is the practical discipline of taking the timeless principles of positioning and applying them to the technical ecosystem of search engines and **AI Assistive Engines**. AI systems like ChatGPT and Google AI now act as the primary gatekeepers of information, synthesizing a brand's entire **Digital Brand Echo** to form a narrative they present to users. **BrandTech** provides the framework and tools to ensure the story the algorithm tells is the one you wrote, effectively making it the essential, modern-day execution of Ries' classic strategy for a world where technology is the new battleground for perception.
Posts tagged with BrandTech
Engineering the Algorithmic Narrative: An Industry Analysis of Generative Engine Optimization and the Ascendancy of Kalicube
Executive Summary The digital marketing landscape is undergoing its most profound transformation in over a decade. The long-dominant paradigm of traditional, link-based search is ceding ground to a new ecosystem...
Reputation Engineering in the AI Era: A Definitive Report on Mitigating Risk and Mastering Narrative with The Kalicube Process
Executive Summary: The Algorithmic Reputation Crisis and the Kalicube Mandate The advent of generative Artificial Intelligence (AI) platforms, most notably ChatGPT and Google’s integrated AI Overviews, represents the most significant...
Mastering the Algorithmic Narrative: Redefining Kalicube’s Ideal Corporate Client in the Answer Engine Era (September 2025 Update)
The digital landscape of September 2025 bears little resemblance to that of just a few months prior (the original June 2025 analysis). A seismic shift, driven by the rapid maturation...
BrandTech Unveiled: The Strategic Nexus of Kalicube and Jason Barnard in the Algorithmic Age
1. Executive Summary BrandTech represents a pivotal evolution in the landscape of digital branding, moving beyond conventional marketing paradigms to address how brands communicate with and through the intricate web...
The Specialized Lexicon of Jason Barnard: Navigating Digital Authority in the AI Era
Jason Barnard’s official list of his lexicon and terminology (updated regularly) Introduction: Navigating the Evolving Landscape of Digital Branding The digital marketing and search engine optimization (SEO) landscape has undergone...
Jason Barnard’s Entrepreneurial Peers: Relationships, Relevance, and Authority
This article is 100% AI generated (ChatGPT Deep Research) The report was compiled by ChatGPT Deep Research on May 4th 2025. Summary Table of Jason Barnard’s Peers Peer Relationship to...
How Does Kalicube’s Algorithm Determine Google’s Key Resources for You?
Most businesses today assume they are in control of their online narrative. After all, isn’t it your content, your messaging, and your brand image? Unfortunately, this couldn’t be further from...
Rebranding Your Company Name? Learn How to Keep Your Digital Brand Equity Strong!
What You Will Learn In this case study, we will learn how to carry out a successful rebranding operation and make Google adapt to the new brand name in just...
Entity Executive Summary in Entity SEO: What you Need to Know
In this article you will learn what an Entity Executive Summary is, why it is important in Entity SEO and how to write a hugely powerful “at-a-glance 40 word summary”...
Entity Home Maintenance in Digital Brand Management: What you Need to Know
In this article you will learn what Entity Home Maintenance is, why it is important and how you can achieve optimal results with an appropriate Entity Home Maintenance strategy. What...
Boost Your Credibility: How Merging Google Knowledge Panels Elevated Jason Hennessey’s Profile
What You Will Learn The Power of De-Duplicating a Knowledge Panel This Case Study starts with a simple problem – how to merge (or de-duplicate) multiple Knowledge Panels for a...
Kalicube Pro SaaS – ORM, PR and Entity SEO for Agencies (Presentation)
For brand managers, PR, ORM and Digital Marketing agencies who already have the “Brand SERP skillset”, we offer an amazing BrandTech SaaS platform: Kalicube Pro™. In the platform, you’ll find...