How to Optimize for Soft Metrics

Dylan: Brand, although difficult to attribute like it is on direct response or maybe lifts or recall there's but candidly there's all soft metrics. Like I think like my other hot take is in verticals or if your product is heavily commoditized, that's when you need brand. Dylan: If the party does not match the product, which doesn't match everything, then your kind of your brand is not going to be worth it.

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