Who remembers having to go out and get content? Physically. Hop in the car, we’re heading to the video store to pick out two tapes for the weekend. A free rental of an older movie included with any new release. New arrivals were prominently displayed, and the journey was simple: walk along the wall, browsing movie covers organized by category. There wasn’t much debate in my family, we always went for the big blockbuster of the moment. The trailers had already done their job before we even arrived.

Choosing the second, “older” movie was more complicated.
A full negotiation, a game of influence, and an overwhelming variety spanning decades… navigating the middle rows could quickly become exhausting. That’s also where personal tastes came into play.

Today, access to content is far more passive. No need to go out - Netflix takes care of it. ChatGPT saves me from digging through obscure blogs. We’re no longer talking about stacks of copies, but rather unlimited, democratized access to content at any time.No more laborious searching through scattered rows, technology now personalizes, structures, and recommends results in less time than it takes to rewind a tape (much, much less).

For brands, the “trailer strategy” can still deliver results, but is it enough in today’s media reality of constant personalization and search? Brand growth is no longer driven solely by share of voice. Brands must also be heard, trusted, and relevant. Other voices must complement that of the advertiser to deliver that relevance effectively. The concept of “brand influence” better captures the full spectrum of expertise required to gain a competitive edge and drive growth.

This influence is often delivered in the third person through proxies: content creators, LLMs, reviews and ratings, and more. A brand’s positioning, values, and product recommendations now depend on its ability to make content accessible wherever consumers seek answers. Brands must stand out in the middle rows. A brand’s discoverability depends first on a deep understanding of the consumer and the needs it can legitimately fulfill and be considered for. Then comes the ability to produce and position content effectively across formats, platforms, cultural codes, timing, and iterations that maximize opportunities to engage. Sometimes, it means stepping away from targeting so you can be found.

45% of people say AI matters more than advertising in their decision-making journey.*

Letting go of control. An art that actually requires greater rigor, knowing how to select the right creators, understanding GEO levers, anticipating and measuring impact, aligning with broader media efforts, integrating owned and organic content… all of this demands advanced marketing capabilities, supported by unified and reliable data. These new capabilities are being developed at Touché and are already being put into the hands of clients, co-developed with media partners at the forefront of innovation.

Brands that succeed in being discoverable in these “middle rows” unlock the potential for authenticity and relevance in consumers’ daily lives and even meaningful contributions to communities. If you expect consumers to come to you, hoping they’ll find the last copy hidden behind a sleeve on the bottom shelf, you’ll end up paying late fees. The quality of your content and your discoverability strategy will make your brand a classic that’s always in view.

A head start in discoverability begins with a clear view of your brand’s positioning across influence platforms - something our experts deliver every day. Looking forward to being a partner in your growth.

*Source: OMG Survey, U.S., Fall 2025