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Rishi Rawat's avatar

Hey, Juliana. Most of the time, when people ask me to read an article, I dread it because it is either too obvious or unnecessarily complicated. I don't know how you did it, but you've managed to put together something that is profoundly insightful (more valuable than most books I've read) while still being very approachable. I have known you for years, but this article has taken my appreciation for you to a whole new level.

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Vikram Jayanand's avatar

This is very thought provoking, Juliana. It seems so obvious once I've read through it but its amazing that no one is talking about this. I guess it is simply easier to measure that last 5% of the journey. Thank you for sharing this, concepts like Brand Moments, Contextual Experience Debt, Perception-Led Segmentation are a total game changer and should be included in conversations about brand measurement.

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