When brand signals reinforce across memory, social media and machine systems, you stop buying visibility and start accumulating it. This changes how we think about brand strategy.

When advertising experiences dehumanise, the data we get back from them is equally shallow. So we optimise for the wrong things and stop connecting with people.

We know brands should continue to invest in a downturn. But what if your brand doesn’t have the resources to compete in a share of voice battle over the long-term, asks Bountiful Cow’s strategy chief.