Your brand is being described right now on platforms you don't control — and AI is assembling those fragments into a story you'd never tell about yourself. Matt Beezley, Senior Strategist at Red Fan Communications and creator of the Brand Authority Index, calls it narrative entropy. And in this episode of the Business of Story, he explains exactly why it's the defining brand challenge of the AI search era. Matt has spent more than a decade helping B2B companies across fintech, insurtech, sustainable technology, education, and supply chain find the story that holds through IPOs, acquisitions, and high-stakes go-to-market moments. He built Red Fan's brand positioning methodology from scratch — and then built the Brand Authority Index, a diagnostic tool that quantifies the signals large language models actually use to evaluate, cite, and recommend brands to potential buyers. What those signals reveal should concern every brand marketer: over 80% of AI citations come from earned media, not your website. Query-based rankings barely correlate with what AI actually says about you. And if your brand is described differently on your website, LinkedIn, Crunchbase, and Google Knowledge Base, AI will either ignore you entirely or invent a Frankenstein version of your brand and serve it to buyers at the exact moment they're making a decision. In this conversation, Park Howell and Matt unpack the concept of entity coherence — messaging consistency across every platform where your brand exists — and why it's the single highest-leverage fix available to brand communicators right now. They explore why gated content is killing your AI citation rate, how the prism model helps one core story speak to 25 different B2B buying stakeholders without fragmenting, and why the brands winning in generative engine optimization are doing the same things great marketers have always done — just doing them with discipline and consistency. You will learn why AI detects and discounts AI-generated content, how a three-question monthly sales feedback loop starts closing the narrative entropy gap immediately, and why training AI on your own proprietary data produces results that are, in Matt's words, "light years better" than anything pumped out from a generic prompt. If your brand is invisible in AI search — or worse, misrepresented — this episode is your diagnostic and your roadmap. Connect with Matt Beezley and Red Fan Communications at redfancommunications.com and explore their Brand Authority Index diagnostic. Find Park Howell and the StoryCycle Genie™ at businessofstory.com, and subscribe to Park's Brand StoryOps™ for Agencies newsletter on LinkedIn.

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