Digital Marketing

My companion piece argued that businesses sit at different points on the agentic spectrum, measured by how much of their clientele will be a machine. That tells you how many of your buyers are agents. It says nothing about how much those agents are trusted to do, and that’s a separate question with a very…

Most of the conversation about AI agents assumes a single future arriving for everyone at the same time. I don’t buy that. The coffee shop on my corner and a cloud infrastructure company aren’t standing in the same weather, and they never will be. One sells to people who choose with their senses, the other…

Status: Original concept, first publication 12 July 2026. You wrote a book, you own the copy on your shelf, and the book is about an idea that nobody owns at all. Three things sitting in a single sentence, and each one exists in a way the other two cannot: you can sign a contract and…

Status: Original concept, first publication 12 July 2026. Type my name into Google and you get me, and add two words, “Jason Barnard digital marketing”, and you get me faster and more certainly, because that second phrase does a job the name alone can’t do: it tells the machine which me you mean. I’ve called…

Status: Original concept, first publication 12 July 2026. Somewhere out there is another Jason Barnard, and another, and a couple of thousand more, none of whom asked my permission and none of whom did a single thing wrong. The name got handed out in parallel, all over the world, and now the string “Jason Barnard”…

Status: Original concept, first publication 12 July 2026. I own Brand SERP, and I don’t, and both of those are true at the same moment. I coined the term back in 2012, it’s mine in every way that authorship can make a thing yours, and I couldn’t sell it to you if you backed a…

Status: Original concept, first publication 12 July 2026. Name your company after what it does, booking, apples, salesforce, and you’ve done the warm, human, sensible thing, and you’ve started an uphill fight the same morning, because a word everyone already uses belongs to everyone, which is another way of saying it belongs to nobody, which…

Status: Original concept, first publication 12 July 2026. I coined “entity home” back in 2015 to name the place an entity speaks from, the canonical spot a machine treats as the entity itself rather than a page about it. For years I described it as though every entity could have one, and working through the…

Status: Original concept, first publication 12 July 2026. The first piece in this series filed the AI agent as a Class 2 tradeable and promised to come back and name the line it runs up to, because it’s the one entity on the board whose class is a live question rather than a settled one,…

Status: Original concept, first publication 12 July 2026. Split E-E-A-T down the middle and you find two completely different kinds of thing wearing one label, and the split explains something the flat list never could: why E-E-A-T only ever attaches to an actor, and why a product or a concept can be excellent and still…

Status: Original concept, first publication 11 July 2026. Completes the Bayesian Trust series. Anchor on consensus. Get trusted intermediaries to engage. Build a stable information layer. Being right gets you nowhere on its own There’s a version of being right that gets you precisely nowhere: you see the true thing, you say it clearly, and…

Status: Original concept, first publication 11 July 2026. Builds on “Bayesian Trust”. AI rewards agreement, so it entrenches the crowd For most of my career, being early was the whole edge: you saw a thing before the crowd, you said it, and when the crowd caught up you were the one who’d called it first….