In the age of AI slop, and with brands squeezing any and all profit from their customers, we must tap into our greatest asset: our humanity.

An ad that is technically and universally unobjectionable may sound great, but it's likely commercially invisible.

For one: Finding people who look like your best customers demographically or behaviorally is not the same as finding people who will act like them..

Before engagement and decision-making can happen, design must earn the opportunity for everything that comes next. Simply put: Looks do matter.

When repositioning a brand, evaluate everything that's come before so you're not sending conflicting signals to AI agents whose algos incorporate historical footprints.

I'm all for attracting a wider audience, but when do ancillary activities like adjacent fan fests and concerts significantly dilute the main event?

Consumers can discover a brand, research it, validate it through reviews, compare alternatives, and make a purchase decision in minutes.

For one: The relevance test: Does the message address an audience challenge or concern?

We've created is a Frankenstein of data. Technology built for linear television is now being applied to streaming, and that's where things start to break down.

Why are teams so terrified of revisiting old ideas? Because most companies don't treat testing as learning; they treat it as a high-stakes, life-or-death gamble.