The Brand Marketing Show · 2026-06-18 · 28 min
Catherine Langman spent two weeks shopping the end-of-financial-year sales as her own ideal customer - and clicked plenty of ads that never made the sale. This episode is a live case study of how premium buyers actually shop in 2026: clicking the ad, then validating across reviews, Reddit, TikTok, YouTube, friends and Google's AI. Inside: query fan-out and how AI search turns one question into nine or ten searches across every platform, why the brands that win aren't the ones with the best ads, why breaking your quality promise makes you a sub-query you fail, and the two moves premium brands need to survive - ask your customers the right questions, then publish the answers everywhere. Move one - the Customer Intelligence Survey playbook: Move two - the Search Everywhere Optimisation playbook:
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