Obsession with measurement is killing the very thing that makes marketing work: the willingness to take creative risks.

Here's how to align goals, isolate what's not working, and test your way to stronger results.

For a great first-party-data strategy, brands and agencies need to prioritize their data acquisition strategy.

For one, bring local sampling into the mix. Most brands forget that influencers have influence offline as well.

A mascot is the only brand asset that seamlessly adapts across every touchpoint while maintaining consistency.

Brands are no longer competing for links on page one; they're fighting to be cited the definitive answer in generative AI results.

This call highlights a potential clash between brand equity built up over decades, and the algorithmic push for high-volume creative.

Strategic reset from idealistic brand "purpose" to actionable brand "promise" is evolution of what brands commit to delivering.

Influencers don't have to do just do one job. They can fuel a whole content ecosystem.

Among the lessons: how to turn surprise into strategy.