Author: Amanda Dargan, Hannah Crump, Alex Li

Algorithms, viral moments and AI platforms are rewriting the rulebook of brand building. Trends are born and fizzle out at lightning speed on TikTok, while customers are increasingly turning to AI chatbots for shopping advice on what to buy and where to buy it. These new dynamics determine which brands capture attention — and how long they keep it.Traditional brand trackers often look backwards and quickly become outdated, or focus solely on measuring online noise, offering little insight into how effectively a brand is building genuine connections with potential customers. Our new tool, BoF Insights Brand Pulse, is designed to…