Nicolas Darveau-Garneau
speaker
464 appearances
1 recordings
1 series
first heard Apr 2026
last heard 9 Apr
Nicolas Darveau-Garneau’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Apr 2026 with 1.
Appearances
Then you have to buy a TV spot for $200,000, $300,000.
And now you're $300,000 to $400,000 into it before you know if anything is working or not.
So now with AI and with digital marketing, you can actually circumvent all that and build a brand with no risk.
So I'll just share a quick story, which is Invisalign.
Invisalign had some pretty big issues during the pandemic because you have to go see a dentist to get Invisalign.
And their top competitor back then was Smile Direct Club that shipped direct to consumers.
Don't have to see a dentist, right?
So you figured during the pandemic, Smile Direct Club would just eat Invisalign alive, right?
And so Invisalign was stuck, you know, trying to figure this out.
And then in Q4 2020, dentist offices started to reopen and Invisalign's revenues went up by 26% and Smile Direct Club was down by 6%.
And the difference in market cap that happened that day, it was about $15 billion that shifted between the two companies.
Why?
Because a number of searches for the Invisalign brand in the last three months had doubled.
on an absolute basis and a double relative to Smile Direct Club so that when the dentist offices reopened, people were primed to buy from Invisalign because they really knew the brand.
So how has this happened?
So we did some work with Invisalign and then we repeated this for a number of brands and the book explains how you can do all this.
But long story short,
You use AI to build a six-second ad or a 30-second ad.
That ad isn't about selling now.
It's about building a brand for the medium and long term, right?
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