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.

It's time for marketers in the ready-to-drink category to flex their customer retention muscles.

The strongest brands neither resist culture nor surrender themselves to it. They take in what's happening around them and turn it into something that could only come from them.

Within the indulgence category, friction-free as a comprehensive strategy falls apart. Premium products are emotional rewards that only deliver when they feel earned.

For answer engine optimization, the dollars are in the details we underestimate and the disciplines we overlook.

Much of the customer journey now occurs before marketers realize a consumer is actively in the market.

There is no formula for balancing heritage against relevance. There is only judgment about which parts of the past are baggage and which parts are the business.