Insights

research notes for evidence-led teams.

Practical notes on research, brand strategy, advertising, and where AI can accelerate the work without replacing expert judgment.

Research

The Research-First Brand Audit: What to Check Before You Rebrand

A rebrand built on assumptions is expensive guesswork. Before changing a logo, audit what the evidence actually says about how your brand is understood.

Mehdi T. Hossain, PhD · Jun 15, 2026 · 6 min read

Abstract data visualization on a dark screen.

AI & Brand

Where AI Belongs in Brand Strategy — and Where Judgment Has to Lead

AI has changed how fast brand work can move. It has not changed who is accountable for the decision. Knowing the difference is the whole game.

Mike Egidio (GetMeFound) · Jun 10, 2026 · 5 min read

Strategy notes, laptops, and research planning materials on a table.

Advertising

Test the Message Before You Buy the Media

The most expensive way to learn a message doesn't land is to find out from the media spend. Validate creative before the budget, not after.

Mehdi T. Hossain, PhD · Jun 3, 2026 · 5 min read

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