We all consult it, often without thinking. Wikipedia has become an automatic source of information: for the general public, journalists, search engines… and now AI. It occupies a central, almost invisible position, but its impact on brand awareness and credibility is very real. Yet, Wikipedia remains poorly understood by many communications professionals. Neither a media outlet, nor a social network, nor a communication channel, the encyclopedia operates according to specific rules: neutrality, secondary sources, and collective governance. These principles challenge traditional communication practices and explain why some brands struggle to establish a presence there (or present themselves clumsily). Through her perspective as a long-term contributor and author of *The Discreet Power of Wikipedia*, Nelly Darbois sheds light on this unique way of functioning and its concrete implications for brands. Understanding how Wikipedia structures information, what it allows, what it rejects, and why it carries so much weight in today's ecosystem…
Wikipedia and brands: the mechanisms of a strategic issue
