10PlusBrand

What does it take to reach a hidden Shangri-La deep in the Grand Canyon, and what unexpected discoveries can move us beyond the beauty of waterfalls into questions about humanity, nature, God, and mortality?

The journey began with the extraordinary turquoise-blue water of Havasu Creek and Havasupai Falls, including Havasu Falls, Mooney Falls, Beaver Falls, 50 Foot Falls, and Little Navajo Falls. But the waterfalls were only part of what she found there.

- To read Part 1 as a blog, with photos 

- To watch Part 1 as a 13-minute video, with more photos

Descending the horror-inspiring vertical height to the bottom of Mooney Falls confronted Joanne with the limit of what she thought she could do alone.

Then strangers became angels.

Their encouragement, presence, and helping hands transformed a physically demanding wilderness adventure into something more humbling: an encounter with human kindness, vulnerability, courage, dependence, and the mysterious bonds that can form among strangers.

The waterfalls were magical. What moved her even more was the kindest and purest of humanity.

In nature, in the wilderness, random human connections and unforgettable experiences became a soaring melody created in the background of infinity.

God sent angels to each other.

After the Grand Canyon and Havasupai Falls came another journey: a thousand-mile drive through the Mojave Desert and Arizona’s immense open landscape.

For hours, Joanne drove without music or an audiobook, allowing the barren desert, distant purple-blue mountains, and enormous sky to quietly speak to her.

"The desert exposes its hairy chest to the sky; nothing hinders its reception of the celestial truth above," wrote Joanne Tan.

In that majestic emptiness, Panis Angelicus played again and again in her heart. The heavenly music seemed to descend from the infinite sky and echo across the Western desert. Moved by the grandeur of the landscape, she wept.

This memoir became more than an adventure into the Grand Canyon or a journey to Havasupai Falls. It became a poetic encounter with nature and God, fear and courage, angels and humanity, ancient earth and human mortality.

At the bottom of the Grand Canyon, hundreds of millions of years of geological history are visible in layers of rock. Against such ancient time, civilization and the noise of modern life suddenly become very small.

We came from dust and we all return to dust.

There is nothing more down-to-earth than going back to this ancient dust.

This episode is a short summary of Joanne Z. Tan’s 16-page memoir about her September 2026 journey through the Grand Canyon, Havasupai, and the Western deserts. The complete stories, photographs, and videos will be published in upcoming newsletters.

Subscribe to the free 10 Plus Brand newsletter:

Joanne Z. Tan wears many hats: writer, poet, photographic artist, photographer, painter, brand strategist, thought leadership coach, entrepreneur, interviewer, traveler, and wilderness backpacker. Across these different worlds runs a common thread: curiosity about people, nature, beauty, ideas, meaning, and the forces that connect them.

Her memoir and literary writing draw from lived experience, travel, wilderness, observation, cultural perspective, spirituality, visual perception, and reflection. Her professional work explores branding, leadership, thought leadership, AI, and the evolving relationship between human intelligence and artificial intelligence.

© Joanne Z. Tan, 2026. All rights reserved.

For thirty years, brand visibility meant ranking on a results page. That's over. Today, the AI search a customer runs on ChatGPT, Perplexity, or Gemini decides whether your brand gets mentioned at all — and there's no page two, no scroll, no second chance inside that answer.

In this episode, Joanne Z. Tan breaks down why AI search behaves nothing like traditional search, why SEO alone can't win an AI search citation, and what actually earns a brand a place inside an AI search result: third-party validation, consistency across the web, and being recognized as an authority rather than just indexed as a page. Drawing on Harvard Business Review, MIT Sloan Management Review, and Deloitte research, Joanne lays out why AI search visibility is now a strategic asset — and why the brands that treat it that way now will own the next decade of brand discovery.

Joanne Z. Tan is the Founder & CEO of 10 Plus Brand, Inc. and the creator of AIXD.world (AI Experience Design). A brand strategist, thought leadership coach, brand building and marketing expert in business brands and leadership personal brands, she works with C-suite executives, founders, and senior business leaders to build brands to be recognized by humans and by AI, through her proprietary AI Native Brand Architecture™ and AIXD™ frameworks. Her guiding principle: "User experience is brand experience, and brand experience determines enterprise destiny."

Visit our websites:

© Copyright 2026, Joanne Z. Tan, 10 Plus Brand, Inc. All rights reserved.

Today, millions of users begin their research by asking ChatGPT, Google AI Overviews, Gemini, Claude, Perplexity, and other AI platforms for recommendations and answers. As a result, a brand that ranks well on Google may still remain invisible if AI does not recognize it as an authoritative and trustworthy source.

In this episode, Joanne Z. Tan explains why AI search is reshaping brand discovery, how AI evaluates digital authority, and why organizations, executives, entrepreneurs, and thought leaders must rethink their content and brand strategy to remain visible in the AI era.

"In the age of AI search, your brand is no longer competing only for search rankings. It is competing to become part of AI's answers," says Joanne Z. Tan.

- Read the full article

Subscribe to our free Newsletter:

• Why AI search is transforming how customers discover brands and make purchasing decisions

As AI increasingly becomes the link between businesses and their customers, AI search is redefining how trust is earned and how brands are discovered. Organizations that invest today in authoritative content, strategic positioning, and genuine thought leadership will be better positioned to remain visible as AI continues to reshape the co-created customer journey among brands, customers, and influencers.

Joanne Z. Tan is Founder and CEO of 10 Plus Brand, Inc., a globally recognized brand strategist, thought leadership coach, executive branding expert, speaker, and content strategist. She helps CEOs, founders, executives, board members, and organizations decode their Brand DNA, elevate their authority, and build influential brands for the AI age.

Her multidisciplinary approach integrates brand strategy, business modeling, thought leadership, AI Native Brand Architecture™, AIXD™ (AI Experience Design), high-authority content creation, marketing strategy, and digital storytelling to help organizations build enduring competitive advantage.

© Joanne Z. Tan, 2026. All rights reserved.

Most companies ask customers questions. Far fewer ask the right questions.

If your surveys rely primarily on rating scales and multiple-choice answers, you may be measuring satisfaction while missing the authentic associations that truly shape your brand. The greatest insights often come from open ended questions that allow customers to describe your brand in their own words, revealing the positive associations, negative associations, emotions, and experiences that structured surveys often overlook. 

In this episode, Joanne Z. Tan explains why open ended questions are one of the most valuable tools in brand strategy, social listening, and customer research, especially in the AI age where genuine human understanding matters more than ever.

- Read the full article

- Watch the video

- Subscribe to our Newsletter:

In this episode, you'll discover:

• Why open ended questions uncover authentic brand associations that structured surveys often miss

The brands that earn lasting loyalty are not those that speak the loudest. They are the ones that listen most carefully. By asking thoughtful open ended questions and practicing genuine social listening, organizations discover what customers truly think, why they trust or avoid a brand, and which authentic associations shape long-term loyalty. Those authentic associations become the foundation of stronger brands, deeper customer relationships, and better bottom line.

Joanne Z. Tan is the Founder and CEO of 10 Plus Brand, Inc., a brand strategy, executive branding, and thought leadership consultancy. She helps CEOs, executives, entrepreneurs, and organizations build influential, authentic brands through strategic positioning, Brand DNA decoding, AI Experience Design (AIXD™), thought leadership, content strategy, and digital presence.

A speaker, interviewer, writer, photographer, and lifelong learner, Joanne combines analytical thinking with creativity to help leaders and organizations build trust, brand equity, and long-term competitive advantage in the AI age.

Learn more:

Copyright © 2026 Joanne Z. Tan. All rights reserved. Unauthorized reproduction or distribution of this podcast description or its contents is prohibited without written permission.

In this episode, I share my unforgettable 310-kilometer solo travel journey along the Camino Primitivo, the oldest route of the Camino de Santiago for 1,100 years, followed by an extraordinary experience witnessing the 2026 total solar eclipse in León, Spain.

Although I began the pilgrimage alone, I was never truly alone. Along the Camino, strangers became companions. Conversations crossed cultures. Shared meals, encouragement, and kindness transformed a solitary journey into one rich with stories. At the same time, the Camino reminded me that wisdom lies in knowing when to embrace solitude and when to welcome a companion.

This episode is about much more than hiking across northern Spain. It is about perseverance, resilience, friendship, cultural discovery, and the personal transformation that often comes when we step outside our routines and comfort zones.

Whether you're planning a Spain tour, considering your own Camino pilgrimage, interested in solo travel, or simply curious about the lessons learned from walking hundreds of kilometers across Spain, I hope this story inspires you to take your own first step.

Read as a blog

Watch as a video 

In this episode, you'll discover:

• What solo travel is really like during a 310-kilometer pilgrimage across northern Spain.

Every journey changes us. Some through breathtaking landscapes. Some through unforgettable people. Some through rare moments that remind us how small we are beneath the vastness of the universe. My Spain tour offered all three, and more.

I hope you'll join me on this remarkable journey.

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a Silicon Valley brand strategy, executive branding, and thought leadership consultancy. She helps CEOs, executives, entrepreneurs, and organizations build influential, authentic brands through strategic positioning, content, and digital presence.

A speaker, interviewer, writer, photographer, and lifelong traveler, Joanne combines business strategy with creativity to help leaders become recognized authorities in their industries. She is also the host of Interviews of Notables and Influencers, where she explores leadership, branding, innovation, and the stories behind remarkable people.

Learn more:

Copyright © 2026 Joanne Z. Tan. All rights reserved. Unauthorized reproduction or distribution of this podcast description or its contents is prohibited without written permission.

What possesses someone to spend 12 straight hours hiking 20 miles through The Narrows, carrying a backpack, climbing over slippery boulders, wading through cold water, through one of the world's most spectacular slot canyons?

From breathtaking canyon scenery to moments of exhaustion, wonder, and quiet reflection, this journey is about far more than completing a difficult hike. It is a story of perseverance, courage, humility, and discovering beauty where few are willing to venture.

- Read the full adventure story with photos

- Watch the 35-minute video with photos

- Subscribe to our free Newsletter

In this episode, you'll discover:

• What it is like to hike 20 miles through The Narrows in Zion National Park.

Whether you're an experienced backpacker, an aspiring adventurer, or someone who simply loves stories of exploration, this episode invites you to experience one of America's most extraordinary wilderness landscapes through Joanne's eyes.

About Joanne Z. Tan

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a corporate brand strategy, executive branding, and thought leadership agency. She is also an award-winning photographic artist, wilderness backpacker, writer, speaker, and host of Interviews of Notables and Influencers. Through her travels and outdoor adventures, she shares stories of resilience, nature, creativity, and the human spirit.

© 2026 Joanne Z. Tan. All rights reserved.

In this episode, Joanne Z. Tan reflects on one of the most remarkable historical coincidences in American history: three founding fathers, Thomas Jefferson, John Adams, and James Monroe, all died on July 4th, the anniversary of American independence.

She explores the significance of the 4th of July, the founding ideals of the United States, and the timeless words of Benjamin Franklin following the Constitutional Convention:

"A republic, if you can keep it."

- Read the 1-min article

- Watch the 3-min video

- Subscribe to our free Newsletter

In this episode, you'll discover:

• Why the deaths of three founding fathers on July 4th continue to fascinate historians and Americans alike.

As America celebrates its 250th anniversary, Joanne invites listeners to consider whether the nation has remained faithful to the principles of liberty, democracy, the rule of law, and the values that inspired its founding.

Drawing from her own journey as an immigrant from China who came to America in pursuit of freedom and opportunity, she offers a personal reflection on why the American experiment continues to matter, and why preserving it remains the responsibility of every person and every generation.

About Joanne Z. Tan

Joanne Z. Tan is the founder and CEO of 10 Plus Brand, Inc., a corporate brand strategy, executive branding, and thought leadership agency. She is a brand strategist, thought leadership coach, writer, speaker, and host of Interviews of Notables and Influencers, where she explores leadership, branding, AI, innovation, and ideas that shape organizations and society.

© 2026 Joanne Z. Tan. All rights reserved.

Is performance marketing enough to grow a business in the AI age? Or does long-term success require a stronger branding strategy built on trust, differentiation, and customer experience?

In this episode, Joanne Z. Tan explores why branding strategy and performance marketing are not competing approaches—they are complementary forces. While performance marketing has traditionally measured ROI through clicks, likes, and conversions, these metrics become increasingly inadequate as Agentic AI transforms the customer buying journey. Sustainable business growth depends on brand building, brand positioning, brand trust, and brand equity that influence customer decisions both immediately and over the long term in an AI-driven marketplace.

- Read the full article

- Watch this as a 12-min video

- Subscribe to our free Newsletter

As AI increasingly shapes search, discovery, and purchase decisions, organizations must rethink their digital marketing strategy. Winning brands invest not only in measurable performance but also in authentic storytelling, memorable customer experiences, and meaningful differentiation that both AI systems and human customers recognize and trust.

Today's AI-powered marketplace rewards organizations that create lasting trust—more than clicks and likes. The companies that thrive will combine data-driven marketing with authentic human connection, building brands that customers remember, recommend, and return to.

- Read the full article:

- Subscribe to our FREE Newsletter

for more insights on AI, branding, executive influence, and thought leadership.

- Visit:

10PlusBrand.com

AIXD.world

10PlusProfile.com

Joanne Z. Tan is a globally recognized brand strategist, thought leadership coach, branding expert, and Founder & CEO of 10 Plus Brand, Inc. She helps founders, CEOs, executives, entrepreneurs, and organizations build influential brands through strategic brand positioning, authentic storytelling, AI Experience Design (AIXD™), and long-term brand building. Her work bridges branding strategy, digital transformation, executive visibility, and customer experience to help organizations earn lasting brand trust and brand equity in the AI age.

Copyright © 2026 Joanne Z. Tan, 10 Plus Brand, Inc. All rights reserved.

AI in Branding, Part 2: How to Stand Out, Create Content, and Build a Future-Proof Brand

Welcome back to Part 2 of our FAQ series! If you missed Part 1 (FAQ #1–#6), be sure to listen first — we covered where branding starts, brand DNA decoding, ROI, and more.

In this episode, we tackle FAQ #7–#12. Joanne dives deeper into the most pressing questions about AI in branding and what it truly takes to build an enduring, human-centered brand in the AI Age.

🎙️ Hosted by Joanne Z. Tan, founder and CEO of 10 Plus Brand — with 16+ years of experience helping brands decode their DNA, tell their stories, and lead in their fields.

🔗 Read the full FAQs

🎬 Watch Part 2 as a 9-min video

- Subscribe to our free Newsletter

You will learn:

From AI Experience Design (AIXD™) to content strategy, brand visibility, and protecting your proprietary insights, this episode is packed with actionable guidance for business brands and leadership personal brands alike.

Whether you're a founder, CEO, executive, or B2B service provider, this conversation is your roadmap to thriving with — not being replaced by — AI in branding.

- Subscribe to our free newsletter, for more thought leadership on AI, branding, executive influence, and the future of customer experience.

Joanne Z. Tan is a global brand strategist, thought leadership coach, and founder of 10 Plus Brand, Inc. and AIXD.world. She helps founders, CEOs, executives, and organizations build influential, future-ready brands through strategic positioning, AI Experience Design, and authentic storytelling.

© Joanne Z. Tan, 2026. All rights reserved.

To watch Pt 1 as a video

To read the FAQs

In Pt. 2, we will continue with the remaining 6 frequently asked questions and answers:

- Watch Pt. 2 as a 9-min video

- Listen to Pt. 2 as a podcast

- Subscribe to our free newsletter, for more thought leadership on AI, branding, executive influence, and the future of customer experience.

Joanne Z. Tan is a global brand strategist, thought leadership coach, and founder of 10 Plus Brand, Inc. and AIXD.world. She helps founders, CEOs, executives, and organizations build influential, future-ready brands through strategic positioning, AI Experience Design, and authentic storytelling.

© Joanne Z. Tan, 2026. All rights reserved.