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Imagine investing in a great campaign. The creative is right. The reach is there. And then the majority can't attribute the brand. Studies show: Up to 80% of all advertising is attributed to the wrong brand. Not because the creative was bad. But because the crucial Brand Code was missing. That's where we start. Not with the creative. Not with the media plan. But with the question: Is your brand recognizable in fractions of a second? At the shelf. In the feed. And when someone asks ChatGPT about your category. For this, we developed the Brand Code Framework. Four pillars. One goal: Your brand in mind. → Brand Strategy: Evidence-based brand strategy based on Byron Sharp and Jenni Romaniuk. → Brand Recognition: Measurable recognition. Not felt, but tested. → Brand Creatives: Creative that is not only liked, but also attributed to the right brand. → Brand AI: Visibility in AI systems like ChatGPT and Google AI. Because algorithms are the new gatekeepers. CREATE.BRAND.NEW.FUTURE. Ehrenberg-Bass Institute for Marketing Science, University of South Australia – Long-term studies on brand attribution in advertising. Methodological approach based on Byron Sharp: How Brands Grow (Oxford University Press, 2010) and Jenni Romaniuk: Building Distinctive Brand Assets (Oxford University Press, 2018).