The Seat11 Mar 2026 · 6 min read
The erosion of the creative mandate in the era of attribution obsession
Why the most measurable channels are often the ones driving your brand toward a generic dead-end.
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The Series
A running verdict on the ideas moving through modern marketing. Signal is worth carrying forward. Noise is worth discarding.
Why the most measurable channels are often the ones driving your brand toward a generic dead-end.
Replacing qualitative human research with LLM-generated agents is just a high-speed way to confirm your own biases.
Every distinctive brand of the last decade has one thing in common: a founder who refused to be talked out of the expensive thing.
The share of first touches happening inside AI answer engines has crossed the threshold where it can no longer be ignored.
A ninety-second film from a boutique skincare brand has been quoted back to me in three unrelated boardrooms this month.
If your brand principles live only in a Notion doc your team refers to twice a year, they are not principles.
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