In today's episode, we revisit my keynote speech from the Arctic15 conference in Finland back in June 2018. I discuss the necessity of practicality in brand-building and emphasize how businesses must demonstrate resilience in volatile times, whether it's periods of economic instability or shifts in platform algorithms. I also highlight the significance of branding and advertising on social media, yet caution that depending too heavily on a single platform for brand success can be risky. Instead, brands need to be adaptable and follow the attention.As we wrap up the keynote, we transition into a Q&A. I share my thoughts on topics ranging from reducing consumer friction as a brand to the rapid pace at which human attention changes. I even give my predictions on the next marketing frontier that marketers might overexploit!This episode is packed with insights and practical advice to help your brand rise above the noise. I hope you enjoy it!