August 31, 2026
Consumers don’t move through funnels
Marketing diagrams often present the customer journey as a sequence: awareness, consideration, purchase and loyalty. It is a useful way to organize thinking. It is a much less accurate way to describe how people actually make decisions. Consumers move forwards and backwards. They discover a product, forget about it,...
February 18, 2026
Brand Safety Is a Strategic Decision
Brand safety is often treated as a technical setting. A checklist item. A filter applied before a campaign goes live. In reality, it is a strategic decision that defines where and how a brand chooses to exist. In an environment dominated by automated buying and open inventory, visibility alone...
