We are in chaotic times in marketing. Our guest David Tiltman, Chief Content Officer at WARC, mines some historical references to call it the “lightless middle of the tunnel”. But encouragingly, the most recent research is telling us that, even in the age of machines, brand matters. What are your distinctive brand assets? What are your category re-entry points? Being clear on those and ensuring that your entire consumer experience is rich with them - and coherent across all of the touchpoints - will drive value with both your audiences, human and machine.