Attribution has always been a challenge for marketers, and today's internet only makes it harder. Cookie banners frustrate users, bots distort signals, and brands face growing liability for the data they collect. What if there were a way to fix all of this while giving individuals true ownership of their online identities?

In this episode, Gabriella Mirabelli speaks with Patrick Moynihan, co-founder and president of Tracer Labs, about Trust ID, a portable, user-owned digital identity built on blockchain technology. Trust ID enables consumers to control consent on a site-by-site basis, reduces friction in online experiences, and provides a digital wallet for secure transactions. For brands, it offers cleaner CRM data, stronger attribution, and less exposure to privacy risks.

Patrick shares how the concept evolved from a referral-tracking tool into a potential new standard for digital trust, why adoption is easier than many assume, and what the future might look like if individuals—not platforms—hold the keys to their own data.

Pierre-Yann Dolbec and Andrew Smith discuss research explaining creator monetization. The conversation covers three value capture modes that determine creator monetization: advertiser mode, selling attention through partnerships, entrepreneur mode, exploiting market opportunities through product launches, and professional mode, packaging expertise for direct sale.

The researchers explain why mode-spanning creators demonstrate greater resilience, how authenticity struggles stem from violating audience expectations rather than commercialization itself, and why the industry is shifting from single-mode influencers to multi-mode creators building sustainable businesses with assets driven by burnout prevention.

MaryLeigh Bliss from YPulse reveals 2026 predictions for Gen Alpha, Gen Z, and millennial behaviors. After accurately calling 2025 trends, including livestream shopping's breakthrough and local experience resurgence, Bliss forecasts surprising shifts in how social media functions, dramatic compression of cultural cycles, and the evolution of fan creativity through emerging technologies. The conversation covers unexpected entertainment format changes, authenticity concerns reshaping content consumption, and economic anxieties influencing consumer responses to brand behavior. These predictions offer strategic insights for marketers navigating rapid generational shifts in digital behavior and cultural values.

Ullie Appelbaum, brand strategist and author of The Science of Brand Associations, explains how cognitive psychology's associative network theory and neuroscience research inform brand building. The conversation covers how information is stored as connected nodes in memory, the 5-95 rule showing brand predisposition represents 70% of future sales, and the 60-40 optimal mix of brand building to performance marketing. Appelbaum discusses how cultural associations age and require modernization, methods for shifting brand associations, creating differentiation in commodity categories, and why internal stakeholder alignment on brand positioning is essential before external execution.

Siyun Chen, associate professor at Sun Yat-sen University, discusses her research showing masculine brands perform better with simple ad designs while feminine brands achieve better results with complex designs. The conversation covers how visual complexity is determined by element count, detail level, and arrangement irregularity, why the effect works through subconscious conceptual fluency, and how brand gender can be manipulated through names, colors, and visual elements. Chen explains the role of holistic versus analytical thinking styles, why following design trends without considering brand fit is the biggest mistake practitioners make, and practical guidelines for determining appropriate complexity levels.

Former Uber Head of Marketing Data Science Sundar Swaminathan shares how he uncovered that Uber's massive Facebook ad spend wasn't driving real growth. He explains what companies can learn about incrementality, brand investment, and making data-driven decisions without overcomplicating the process. A must-listen for marketers navigating performance vs. brand spend.

In today's episode, MaryLeigh Bliss, Chief Content Officer at YPulse, discusses insights from their recent fashion preferences report based on a survey of 1,500 young North American consumers. She explores how the fear of seeming "cringe" leads many to avoid clothes that look "try-hard," and how comfort has become a defining aesthetic—with sweatpants now acceptable almost anywhere. The conversation also looks at how TikTok and Instagram often act less as discovery tools and more as validation loops that reinforce existing styles. Bliss explains why luxury branding struggles to resonate with generations raised on big-box retail, how thrifting is motivated more by price than sustainability, and why the renewed interest in "going-out" clothes may reflect a broader desire for in-person connection.

Logos do more than identify a brand—they shape how we experience it.

In this episode, Qing Tang, Assistant Professor of Marketing at Hong Kong Baptist University, discusses research she and her colleagues published in the International Journal of Research in Marketing on logo design and perceptions of luxury. While many companies have shifted toward clean, minimalist logos, research findings reveal that more complex designs can actually heighten perceptions of exclusivity and craftsmanship. The conversation examines the trade-offs between luxury and approachability, why some brands revert to older, more intricate logos, and how logo design choices play out across industries and digital platforms. Whether you're managing an established luxury house or building a new brand, this episode offers evidence-based insights into how subtle visual cues influence consumer judgment—and why logo redesigns deserve more strategic consideration than they often receive.

Out-of-home advertising is delivering stronger results than many digital-first channels. Dan Levi, EVP & CMO of Clear Channel Outdoor, shares insights from a five-year study with Kantar that proves OOH drives awareness, intent, and brand favorability—and amplifies the impact of other media. Learn how marketers can measure performance, optimize creative, and integrate OOH into modern campaigns.

Is the agency world oversupplied—or just under differentiated? In this episode, Gabriella Mirabelli speaks with Robin Bonn, CEO of Co:definery and author of Market of One, about why most agencies struggle to stand out—and how they can fix it. They discuss the myths of procurement power, why "our people" isn't a strategy, and how smart specialization can transform your business. Whether you're leading an agency, consulting firm, or any service-based business, this conversation is packed with actionable insights on pricing, positioning, and building a truly unique market presence.