We created Generative Reputation, called Reputação Generativa in Portuguese. It is a corporate communications discipline organized in six connected layers, where each layer feeds the next.
- Earned media. Editorial coverage in business and trade outlets, built through angles and relationships rather than paid placement.
- Owned content. Articles, guides and reference material published on the company's own domain, written for people and structured so machines can find and quote it.
- Brand and executive authority. Positioning of the company and of its leaders, including LinkedIn presence, speaking profiles and signed contributions from C-level executives.
- Search engine optimization (SEO). Technical foundation, structured data and content architecture, so search engines can reach, read and interpret what the company publishes.
- Generative engine optimization (GEO). The same work applied to AI answer surfaces, so that when a model builds an answer about the company's market, it finds accurate and consistent sources.
- AI response monitoring. Every month we run a controlled set of questions across ChatGPT, Gemini, Claude and Perplexity, and report what the models actually say about the brand, with the panel, the denominator and the collection date declared in every report.
Measuring presence in AI answers is becoming a commodity. The harder question is what a brand should mean when it appears, and what to do when the answer is factually correct and the framing is wrong. That judgment comes from reputation management, not from optimization.
