Blog
The Store Visit Is Not the Outcome. But It's Still Worth Measuring.
For brands with a physical presence, foot traffic has always felt like a meaningful signal. A customer walks through the door. That has to count for something. And it does. But for most of the industry, visitation measurement has been treated as an outcome in itself rather than a piece of a larger story.
Brand Investment Has Always Worked. Now You Can Prove It.
Ask any experienced marketer whether brand investment matters and the answer is immediate. Of course it does. Brand shapes demand before a consumer ever enters a purchase decision. It determines whether a new product launch gets traction or gets scrolled past. It is the reason some companies command a premium and others compete on price alone. The challenge has never been whether brand works. The challenge has been proving it in terms that connect to how a business actually measures success. That is starting to change. And the opportunity it creates for marketers is significant.
When a Brand Changes Hands, Does Its Audience Follow?
The food and beverage industry is in the middle of one of its most active acquisition cycles in years. The deals keep coming, and the strategic logic behind them is consistent: large CPG companies are buying growth they can no longer generate organically, snapping up brands that have already won over a consumer base they want access to. But that raises a question that is harder to answer than it looks: when a brand changes hands, does the audience come with it?
The SaaS Market Is in Turmoil. Here's Why I've Never Been More Bullish.
The software sector just entered its fourth major sell-off since 2021. Over a trillion dollars in market cap erased. The WCLD cloud index is down 54% over five years while the NASDAQ is up 61% over the same period. The narrative I keep hearing is consistent: AI is coming for SaaS, and it is coming fast. I think that narrative is right. I just think the market is painting with too broad a brush.
What Walled Gardens Get Right — And the Opportunity They Leave Open
Walled gardens have earned their place in the modern media mix. The targeting capabilities inside major platforms and retail media networks are genuinely powerful. The scale is real. The audience data is rich. And for brands looking to reach consumers with precision at the moment they are most likely to act, these environments deliver. But there is an opportunity that even the best walled garden cannot fully capture on its own. Not because of anything wrong with how they are built — but because of what, by definition, they cannot see.
You Can’t Optimize in a Vacuum: The Case for Comparative Intelligence
Every brand wants to perform better. But better than what? Better than last quarter? Better than your own forecast? Better than the competition? The answer matters more than most marketing teams acknowledge. A brand can be growing and still be losing.
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