Launching at Cannes Lions, June 2026
In twelve to thirty-six months, most marketing teams will be staffed with more agents than humans. Your brand has no machine-readable home. Tacit fixes that — with an open protocol every agent in the stack can read before it acts.
Most companies will get that wrong — they'll treat brand as a cost center to automate past.
The tested brand knowledge that lives in senior marketers' heads — the judgment calls, the "we don't say it that way," the instinct for what's on-brand at the edge — has no machine-readable home.
Without it, internal agents produce generic output, vendor platforms make decisions with partial information, and third-party consumer agents describe your brand however the model guesses.
The brands that win this cycle will be the ones whose strategy, voice, and judgment are encoded into the system itself — authored once, read everywhere. That's what Tacit does.
In the world of agentic marketing, brand fidelity becomes an infrastructure problem, not a guidelines problem.
Same file. Different agents. Different moments. BCP is designed to be consumed inside the brand, across the vendor stack, and beyond the brand — without rewriting for each audience.
Copy, creative, media, compliance. Your internal agent stack consumes BCP to preserve senior-strategist judgment at machine scale. Every agent inherits the reflex on the first try.
Zefr, Canva, Adobe, Meta, The Trade Desk, DSPs, creative-gen tools. Their agents read BCP to make better calls on your behalf — faster onboarding, sharper classification, fewer brand-safety misses.
ChatGPT, Claude, Perplexity, Gemini, agentic storefronts. BCP is the first time you get input into how third-party consumer agents describe your brand. Not control — input.
A flat brand blob forces every agent to load everything to use anything — wasteful, and output quality degrades as attention dilutes. BCP is hierarchical: a lightweight brand.md at the root, daughters for voice, values, boundaries, claims, representation, audiences.
A media-buying agent pulls boundaries and claims. A copy agent pulls voice and audience. A creative-gen agent pulls visual and voice. Your brand shows up to each with exactly the context that task requires — nothing more.
The file lives in a Git repo you own. We didn't build our own version control; GitHub handles versioning, diffs, history, access, and webhooks — at enterprise grade, for free. We don't rebuild what already exists.
{domain}/.well-known/brand.mdPosition
The brand deck rotting on a shared drive is the antagonist of this decade.
Your agents can't read it. Your vendors won't. ChatGPT never will.
Encode the tacit — the craft your senior marketers already know — into files every agent in the stack reads before it acts. Authored once. Consumed everywhere. Open, portable, yours.
A brand consultancy that can't encode its own brand into BCP has a credibility problem. So we ship ours — in public, in Git, at tacit.co/.well-known/brand.md — as the reference template every brand forks.
Whatever patterns, structure, voice, and decisions we bake in will propagate across thousands of forks. We're writing the DNA of the standard, in public, with our own name on it.
---parent: /.well-known/brand.mdfile_type: voicelast_updated: 2026-04-17---# VoiceTacit sounds like a senior brand strategist who hasstopped needing to prove anything and started needingto build something. Confident in the work, impatientwith noise, kind to the reader.## Preferprefer: - brand (as a noun, a verb, an object) - encode, encoded, encoding - agentic # not "AI-powered" - fidelity, living, ship## Avoidavoid: - AI-powered, AI-driven, AI-native # empty signifiers - revolutionize, game-changing, disrupt # hype - synergy, leverage, ecosystem # corporate - empower, unlock, supercharge # sludge## Do“The spec is open. The runtime is ours. That's deliberate.”## Don't“We believe in the power of open standards combinedwith proprietary innovation to drive value at scale.”
Free Forge captures early adopters. The $150K Enterprise engagement anchors the flagship. The middle tiers bridge. Every tier produces the same artifact: a Git repo you own.
Self-serve wizard. Three layers: deterministic inputs, inference from your digital footprint, and Tacit's opinionated brand corpus. Output is a Git-ready BCP tree.
A 90-minute expert session ($1,500) or a guided week-long encoding sprint ($15,000). Productized scope, productized deliverable, no proposal cycle.
Full brand strategy, encoded into BCP and governed as a living system. The flagship. Email-to-quote. Designed for Phase 2 ICPs with procurement and multi-brand scope.
We publish our thesis in public before the market catches up. When a client's positioning is weak, we say so.
We publish working hypotheses, not dogma. We revise when evidence demands it. Conviction without curiosity becomes ideology.
We ship the spec, the partners, and the brands in eight weeks. Urgency and ambition are the same muscle.
We build things people pay for. The spec is free because open wins. The runtime is proprietary because margin funds the mission.
Cannes Lions · June 15–20, 2026
We're encoding three to four founding brands alongside Zefr as the anchor platform partner — live integration, co-announcement at the festival, logo rights, hosting, versioning, founding-customer status on paid tiers.