The BiB Journal
Notes on turning businesses into brands
Strategy, PR, AI SEO, and narrative — the thinking behind the work. Short, opinionated reads for founders building something worth recognizing.
Why Indian Brands Spend Crores on Ads and Still Don't Get Remembered
India's digital ad spend hit ₹71,621 crore in 2025. Recall didn't rise with it. Here is why ad spend buys attention but not memory, and what actually builds recall.
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02The Press Release Is Dead. Here's What Replaced It.
A press release is a one-day event. Around 80 percent of AI-cited URLs don't rank on Google. PR now works by building indexed, citable presence, not headlines.
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03AI SEO: Being the Answer, Not the Result
Search is becoming conversation. The brands that win the next decade are the ones an AI is comfortable recommending by name.
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04The Narrative Architecture of a Premium Brand
Premium isn't a price point — it's a story told with enough discipline that people pay to be associated with it.
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05Distribution Is the Strategy
A great idea nobody encounters is a private hobby. We plan distribution before we make the work — not after.
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06Your Website Has 8 Seconds. Here's What It Should Say.
AI referrals increasingly land on homepages, not deep pages. Your homepage is now the brand's front door for AI discovery. Here is what it must say immediately.
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