Search and AI strategy for a category leader

Coravin works in a category it effectively created. Category leadership brings a particular kind of exposure: established visibility is valuable, and changes near it carry more risk than they would elsewhere.

Two questions arrive together for a company in that position. How does the existing visibility hold, and where can further demand be earned without disturbing it. Both depend on how search engines and AI systems currently describe the business.

We separated the visibility that comes from a brand from the visibility that comes from its category, tested how search engines and AI systems describe both, and traced the claims back to the sources carrying them. We then looked for demand adjacent to the existing position.

We reviewed how search and AI systems represent the company and its category, assessed the sources behind those descriptions, and identified adjacent demand the business was entitled to address.

Strategic support on search and AI representation, and a prioritised view of where adjacent demand could be pursued.