Sunday, November 12, 2023

A New Study Estimated The Number of Times An Average Person Lies Per Day

S23
A New Study Estimated The Number of Times An Average Person Lies Per Day    

Prominent cases of purported lying continue to dominate the news cycle. Hunter Biden was charged with lying on a government form while purchasing a handgun. Republican Representative George Santos allegedly lied in many ways, including to donors through a third party, in order to misuse the funds raised. The rapper Offset admitted to lying on Instagram about his wife, Cardi B, being unfaithful.There are a number of variables that distinguish these cases. One is the audience: the faceless government, particular donors, and millions of online followers, respectively. Another is the medium used to convey the alleged lie: in a bureaucratic form, through intermediaries, and via social media.

Continued here

S38
Scientists Have Been Freezing Corals for Decades. Now They're Learning How to Wake Them Up    

Arah Narida leans over a microscope to gaze into a plastic petri dish containing a hood coral. The animal—a pebbled blue-white disk roughly half the size of a pencil eraser—is a marvel. Just three weeks ago, the coral was smaller than a grain of rice. It was also frozen solid. That is, until Narida, a graduate student at National Sun Yat-sen University in Taiwan, thawed it with the zap of a laser. Now, just beneath the coral’s tentacles, she spies a slight divot in the skeleton where a second coral is beginning to bud. That small cavity is evidence that her hood coral is reaching adulthood, a feat no other scientist has ever managed with a previously frozen larva. Narida smiles and snaps a picture.“It’s like if you see Captain America buried in snow and, after so many years, he’s alive,” she says. “It’s so cool!”

Continued here







S49
The Show That Transforms Our Understanding of History    

Season by season, For All Mankind has become less a tale of an alternate future than a meditation on historical memory.For All Mankind treats the future as a matter of physics. The Apple TV+ series started its story with a national trauma: The United States loses to the U.S.S.R. in the race to put a man on the moon. That one change to the timeline bends the trajectory of everything that follows until, like a space capsule that has gone off course, the show’s version of history ends up far from the one we know. Some conflicts dissipate; new ones arise in their place. Some familiar technologies emerge; others never come. The superpowers, caught in a Cold War that never ends, establish separate colonies on the moon. Humans go to Mars. They bring Earth’s problems with them. The show’s universe is familiar and uncanny at once, and this is part of the joy of watching it: For All Mankind, as it merges the world-building powers of science fiction with the provocations of alternate history, turns time’s march into an endless cliff-hanger. What will change in this world? What will be constant?

Continued here

S37
The unexpected way spirituality connects to climate change    

Environmental activist Gopal D. Patel thinks the climate movement could learn a lot from one of the longest-standing social initiatives in human history: religion. Exploring three areas where frameworks from faith traditions could benefit the climate movement, Patel offers a playbook for discovering your big idea to build momentum towards powerful social change.

Continued here





S42
"Terminalism" -- discrimination against the dying -- is the unseen prejudice of our times    

When you are dying, you are placed in a hospice. Often, this is a real, brick-and-mortar hospice with palliative care and psychological support. At other times, though, the hospice is a metaphorical one. The terminally ill are ignored by those too awkward or scared to face them. They are told not to work or exert themselves in the slightest. The dying exist as ghosts and live in the hinge space between society and “on the way out.” When you’re told you’re going to die, you become invisible.This has led the philosopher Phillip Reed to coin the expression “terminalism.” For Reed, terminalism “is discrimination against the dying, or treating the terminally ill worse than they would expect to be treated if they were not dying.” In other words, it involves treating those in a hospice — literally or metaphorically — as second-class citizens.

Continued here

S41
'The Beast Adjoins' Is Seriously Creepy Sci-Fi    

Visit WIRED Photo for our unfiltered take on photography, photographers, and photographic journalism wrd.cm/1IEnjUHSlide: 1 / of 1.Caption: LENA SERDITOVA/GETTY IMAGES

Continued here





S36
Egypt's Iconic Sphinx May Have Begun as Natural Carving by the Wind    

Egypt’s famous Sphinx may have originated as a rock feature carved by erosion that ancient Egyptians further refined into the iconic monumentThe ancient Egyptians may have crafted the Sphinx, a 4,500-year-old monument at Giza that stands in front of the pyramid of Khafre not completely from scratch but rather on a natural feature that already looked surprisingly sphinx-like, a new study suggests.

Continued here

S35
How Africa's first heat officer is protecting women in Sierra Leone    

At the start of Sierra Leone's dry season in November, 26-year-old Adama Sesay sells fruits and vegetables at a busy market in the centre of the country's capital, Freetown. It's hard work, and one of the greatest challenges in her day is extreme heat."We suffer from extreme heat, suffocation and noise pollution," says Sesay, sitting on a cylinder brick in the overcrowded Bombay Street market, bustling with customers, traders, motorists and travelers.

Continued here





S51
What We Do With Our Faces    

This is an edition of The Wonder Reader, a newsletter in which our editors recommend a set of stories to spark your curiosity and fill you with delight. Sign up here to get it every Saturday morning.In 2016, my colleague Olga Khazan saw a cultural difference playing out on the faces of those around her. “Here’s something that has always puzzled me, growing up in the U.S. as a child of Russian parents,” she wrote. “Whenever I or my friends were having our photos taken, we were told to say ‘cheese’ and smile. But if my parents also happened to be in the photo, they were stone-faced. So were my Russian relatives, in their vacation photos. My parents’ high-school graduation pictures show them frolicking about in bellbottoms with their young classmates, looking absolutely crestfallen.”

Continued here

S45
Japan sets new nuclear fusion record    

A massive nuclear fusion experiment in Japan just hit a major milestone, potentially putting us a little closer to a future of limitless clean energy.Nuclear fusion 101: Nuclear fusion is a process in which two atoms merge into one (unlike conventional nuclear power, which relies on fission — splitting an atom into two). This releases an incredible amount of energy in the form of heat, so much heat, in fact, that it can power the Sun and other stars.

Continued here





S50
Albert Brooks Everlasting    

A conversation with the legendary comedian and filmmaker about what annoys him, how you know when something is funny, and his theory about John LennonThere are two observations in Defending My Life, the new documentary about Albert Brooks by his lifelong friend and fellow filmmaker Rob Reiner, that perfectly capture the imprint that Brooks has made, and continues to make, on American culture.

Continued here

S52
What on Earth Is Nathan Fielder Up to Now?    

Watching something made by Nathan Fielder can be an act of endurance. The creator, host, and star of shows such as Nathan for You and The Rehearsal has cultivated a reputation as a merry prankster and a mastermind of hallucinatory television. On-screen, he tends to be deadpan and awkward, making himself the butt of the joke as regularly as he messes with the ordinary people he meets. When he pushes uncomfortable bits to their extreme, you can feel like your mind is short-circuiting, the deluge of his off-kilter, often meta humor leaving you delighted and disturbed. So the best way to watch Fielder’s work, I’ve long accepted, is to persist until the punch line reveals itself.And yet, I was still caught off guard by The Curse, the new Showtime series Fielder co-created with the filmmaker and actor Benny Safdie (Uncut Gems). I needed breaks between episodes, even pausing in the middle of scenes the deeper I went into the season, fearful of what would happen next. The show is unlike Fielder’s previous output. For one thing, it’s fully scripted—a 10-episode story packed with surreal set pieces and cinematic plot twists. For another, Fielder acts, and not just as a version of himself.

Continued here





S70
Everything You Need To Know About Zynga's 'Star Wars: Hunters'    

Remember that Star Wars free-to-play game being developed by Zynga called Star Wars: Hunters? Me neither! But it still exists. While the title has been mostly silent since its original announcement back in 2021, development seems to still be underway. The latest news confirms Star Wars: Hunters will come to a galaxy near you sometime in the future, but maybe not as soon as you might be hoping.Star Wars: Hunters was originally slated to be released in late 2021 for Nintendo Switch, iOS, and Android. Then the game was delayed in July 2022 to a general 2023 release window. The latest news comes from a post on the Zynga Star Wars X (formerly Twitter) account on November 8 announcing the game has been delayed yet again to a nebulous 2024 release window.

Continued here

S22
'Rick and Morty' Canon Is Finally About to Solve the Show's Biggest Mystery    

Last week’s episode of Rick and Morty, “That’s Amorte,” delivered the single most deliciously gruesome story yet in which the Smith family feasts on the guts of human-like aliens…but only because when these aliens complete suicide, their innards transform into a delicious spaghetti bolognese. Would you try the forbidden pasta? Because I sure would.After a fun and provocative side adventure, Rick and Morty will refocus on the ongoing story of Rick trying to find the man who murdered his original family. And it’s bound to be a big one. Here’s everything you need to know about Rick and Morty Season 7 Episode 5 from the release date and time to the episode title and other details.

Continued here





S15
Can You Love 'Call of Duty' While Hating War?    

War is hell. Human beings place their bodies and souls at near-certain risk, using god-awful weapons against other human beings. As we witness warfare well into the 21st century, we see a repetitive kind of playbook: The ruling class sends their inferiors toward death, drumming up interest with inflammatory, othering rhetoric, and profiteers make money from the required resources. It’s the idea known as the military-industrial complex, the devilish, green-hued handshake warned by President Dwight D. Eisenhauer, a World War II five-star general, in his 1961 farewell address.War is also a game. And for publishing company Activision Blizzard, since its pre-merger days of 2003, it’s been a lucrative one. With myriad developers taking point on myriad iterations, the Call of Duty franchise puts players in the first-person perspective of soldiers and puts an 80 percent increase of operating income into the pockets of Activision Blizzard (and now, Microsoft). Elements of geopolitical conflict and face-to-face combat are gamified, codified, and incentivized into gigantic packages of mass entertainment. The idea of a mass culture may be gone, but Call of Duty comes awfully close. Heck, Nicki Minaj is a new avatar, making palatable the unthinkable ideas of state-sanctioned death and destruction with the visage of a four-quadrant pop-rapper.

Continued here

S25
4 Distractions that Derail Meetings -- and How to Handle Them    

Most of us have had the experience of attending a meeting that veered off course, leaving us feeling confused or like we wasted our time. But meetings don’t have to be time consuming, unproductive, or otherwise painful. Understanding a few common dysfunctional behaviors can help managers turn meetings to instruments for team success. The author presents four dysfunctional behaviors that cause meetings to derail, as well as what managers need to know to make their team’s meetings more effective, efficient, and productive.

Continued here





S18
Should You Give Your Cat Cow's Milk? A Veterinarian Reveals The Surprising Answer     

In the 1970 Disney movie The Aristocats, the genteel felines enjoy a bowl of milk from time to time. Other cartoons depict cats enjoying bowls of full-fat dairy, a privilege that some humans know would wreak havoc on their own stomachs. Disney never shows the potentially grisly aftermath cats may suffer after lapping up lactose.Maybe it’s crossed your mind to reward your own kitty (for being so perfect all the time) with a nice bowl of milk or cream. Despite representations of cartoon kitties, there are far better treats for your cat. Bruce Kornreich, veterinary cardiologist and director of the Cornell Feline Health Center, explains what Disney doesn’t show us when we give a cat some milk.

Continued here

S31
How Recognizing and Filling Gaps Can Transform Your Business    

From unaddressed needs to underserved audiences, a roadmap to impactful ideas.

Continued here

S17
10 Years Later, the Most Thrilling Dystopian Franchise Pulled Off a Groundbreaking Trick    

In 2008, The Dark Knight made history as the first mainstream movie to be partially shot with IMAX 70mm cameras. After its success, an explosion of films shot in IMAX was inevitable, and Transformers: Revenge of the Fallen, Mission: Impossible — Ghost Protocol, and Avatar followed suit.But IMAX cameras are bulky. They’re loud, they’re heavy, and there are less than a dozen of them in the world.

Continued here

S44
Are "paranormal" experiences due to infrasound, gas leaks, and toxic mold?    

LONDON IS A GHOST HUNTER’S dream, dotted with potentially haunted sites like mass graves of plague victims and the pub where Jack the Ripper’s final victim was last seen alive. But in the early 2000s, one of its most reliably spooky locations was the front room of a ground floor flat in north London. People reported feeling a supernatural presence, dizzying sensations, and even abject terror. The apartment wasn’t the site of anything grisly or nefarious that could explain these experiences, though: It was part of a scientific experiment on external, physical causes of ghostly encounters.For decades, skeptics have attempted to find scientific explanations for hauntings. Several of their theories have shown promise. In 1921, the American Journal of Ophthalmology detailed two cases of carbon monoxide poisoning in which the victims experienced psychological symptoms, including delusions and hallucinations. “The paper reads like a ghost story in places, and certainly throws light on the question of haunted houses,” reported the British Medical Journal that same year. More recently, the writer Carrie Poppy experienced a haunting that turned out to be a near-fatal carbon monoxide leak.

Continued here

S19
Engineered 'living materials' could help clean up water pollution one day    

It may be able to transform chemical dye pollutants from the textile industry into harmless substances.Water pollution is a growing concern globally, with research estimating that chemical industries discharge 300 to 400 megatonnes (600-800 billion pounds) of industrial waste into bodies of water each year.

Continued here

S47
The Timeshare Comes for Us All    

Very early in my first marriage—I’m talking four or five days—I lay on a lounge chair on the white, powdery sand of an island paradise and took stock of my problems. First off, in that short time I’d already managed to lose both a piece of precious heirloom jewelry that my new mother-in-law had given me and also my new husband’s lucky Mets cap, which I’d left at a bar one island over. He’d taken both of these losses hard, and he’d felt that the missing jewelry had to be reported at once—long-distance and from the front desk—to his parents. The losses and the long-distance phone call were harbingers of the inevitable. But my biggest problem was immediate (aren’t they all?): Cheryl and Don, as I’ll call them.Cheryl and Don had grown children, were either world-class social drinkers or textbook alcoholics, possessed a font of knowledge on matters such as how to take advantage of a loophole in the island’s customs law so we could each bring home an extra gallon of rum, and had decided that these two honeymooning 25-year-olds (us) needed their company. No matter where we went or what we were doing—limbo-ing, eating dinner, bronzing ourselves under a punishing sun—we’d hear a little Cheryl-pitched shriek of delight and there they were.

Continued here

S21
60 Rad Things for Your Home That Are So Freaking Cheap on Amazon    

If your Amazon cart is rarely full of home goods other than the occasional hand soap refill, you have to take a peek at this list of clever finds to instantly elevate your space. They’re all practical and functional around the house, but they’ll also make your home look super impressive (with barely any effort). Best of all, these 60 home finds are all so freaking cheap that you’ll want to start redoing your home ASAP.Simply fill these small brush pens with paint, and you’re ready to touch up scuffed walls all around your house. It’s super easy to fill them with paint with an easy-to-use paint-filling syringe that’s the exact size you need. Possibly the best part — these ultra-precise pens keeps paint fresh for years, so you can easily touch up little nicks and chips.

Continued here

S40
I'm Wearing Wool Underwear, and I've Never Been Comfier    

About a decade ago, I started noticing that certain clothes made my skin itch. Like, a lot. Then my infant son was diagnosed with eczema, painful rashes that covered his arms and legs. I started buying the gentlest detergents I could find and checking fabric content labels on all our clothes. When I started paying a little more for jeans, the gnarly itching stopped.Was it psychosomatic? Do I stop itching only when swaddled in the finest of denims and cotton flannel tank tops? According to fashion and sustainability journalist Alden Wicker, who runs the website Ecocult and recently published the book To Dye For, your clothes really could be making you sick. A lot of fast fashion is made from polyester, which requires special dyes. Manufacturers then add wrinkle- or stain-resistant agents, or spray fabric for soft-touch finishes. Finally, whole shipments get dusted with fungicides or pesticides to make it all the way around the world without getting eaten by moths.

Continued here

S24
'Loki's Season 2 Finally Remembers What Once Made the Show Great    

Even with the entire Marvel Cinematic Universe seemingly on the verge of crumbling around it, the Disney+ series has delivered a conclusion that is both satisfying and bittersweet in equal measure. The fact that it’s done so despite missing the mark several weeks in a row this year is a testament to not only the quality of Loki Season 2’s finale but also the strong foundation that was set when the show originally premiered back in 2021.There were moments throughout Loki’s second season where it felt like the series had lost track of itself. Fortunately, the show turned its focus back in its most recent two installments to the things that have always mattered the most. As a result, Loki Season 2 feels like the inverse of the show’s debut season. The two are both similar and wildly different, but together, they reveal a simple yet important truth about Loki.

Continued here

S28
Bill Gates: This Is What the World Will Look Like When Everyone Has Their Own Personalized A.I. Assistant     

Gates paints a detailed picture of what our world will look like when everyone has a personalized A.I. assistant.

Continued here

S43
Starts With A Bang podcast #99 - Varying and evolving stars    

You might not think about it very often, but when it comes to the question of “how old is a star that we’re observing,” there are some very simple approximations that we make: measure its mass, radius, temperature, and luminosity (and maybe metallicity, too, for an extra layer of accuracy), and we’ll tell you the age of this star, including how far along it is and how long we have to go until it meets its demise.This also operates under a simple but not-always-accurate assumption: that all stars of a given mass and composition have the same age-radius and radius-temperature-luminosity relationships. That simply isn’t true! Stars vary, both over time as they evolve and also from star-to-star dependent on their rotation and magnetism. It’s a funny situation, because just a few years ago, people had declared stellar evolution as a basically “solved” field, and now it turns out that we might have to rethink how we’ve been thinking about the most common classes of stars of all!

Continued here

S12
Shudder Just Quietly Released the Most Subversive Thriller of the Year    

Despite decades of screen adaptations and an iconic place in popular culture, Frankenstein remains misunderstood. New versions often take more cues from the 1931 movie than from Mary Shelley’s novel, reducing the lead to a mad scientist archetype. As a result, new viewers miss out on the sheer weirdness of Victor Frankenstein’s original characterization as an arrogant young student with an incestuous backstory, dogged by tragedy and raised on an intellectual diet of outdated alchemical pseudoscience. Most adaptations barely scratch the surface of his idiosyncratic personality.Laura Moss’ Birth/Rebirth does not have that problem. Marin Ireland stars as a Frankenstein-inspired pathologist, a peculiar and socially maladjusted woman with fascinatingly ironclad levels of self-belief. Only someone with unique values and motives could end up where she is, dedicating her life to a single, secretive mission: reanimating a human corpse.

Continued here

S48
Finally, a Coral Success Story    

Scientists have spent years cryopreserving coral in the hopes of restoring reefs. For the first time, some unfrozen specimens have reached adulthood.Arah Narida leans over a microscope to gaze into a plastic petri dish containing a hood coral. The animal—a pebbled blue-white disk roughly half the size of a pencil eraser—is a marvel. Just three weeks ago, the coral was smaller than a grain of rice. It was also frozen solid. That is, until Narida, a graduate student at National Sun Yat-sen University, in Taiwan, thawed it with the zap of a laser. Now, just beneath the coral’s tentacles, she spies a slight divot in the skeleton where a second coral is beginning to bud. That small cavity is evidence that her hood coral is reaching adulthood, a feat no other scientist has ever managed with a previously frozen larva. Narida smiles and snaps a picture.

Continued here

S39
Wegovy Slashes the Risk of Heart Attack and Stroke in a Landmark Trial    

More than half the world’s population is expected to be overweight or obese by 2035. Excess weight is often linked with cardiovascular disease: It can lead to higher blood pressure or cholesterol, which increases the risk of heart attack and stroke. Now, the makers of the popular weight-loss drug Wegovy are making a case for its use as a treatment option for diseases of the heart and blood vessels.In a landmark trial of 17,604 overweight and obese patients with heart disease, weekly injections of semaglutide—the active ingredient in Wegovy and its twin Ozempic—for an average of 33 months reduced the risk of heart attack, stroke, and death from cardiovascular causes by 20 percent compared with a placebo group. The results were published in the New England Journal of Medicine and presented at the American Heart Association’s annual meeting Saturday morning.

Continued here

S53
A Paradoxical Week for Democrats    

Democratic Senator Joe Manchin of West Virginia’s announcement that he will not seek reelection in 2024 capped a paradoxical week for Democrats. Manchin’s news puts Democrats’ control of the Senate at greater risk at the same time that polling for President Joe Biden continues to decline. But there was good news for Democrats: They scored a number of victories in Tuesday’s off-year election, including swing state Ohio voting to codify the right to an abortion in the state’s constitution.Joining the editor in chief of The Atlantic and moderator, Jeffrey Goldberg, this week to discuss this and more are David Brooks, a columnist at The New York Times and the author of How to Know a Person: The Art of Seeing Others Deeply and Being Deeply Seen; Eugene Daniels, a White House correspondent and a co-author of Politico’s Playbook; Asma Khalid, a White House correspondent at NPR; and Ed O’Keefe, a senior White House and political correspondent at CBS.

Continued here

S57
From Riders to Tackle! - how Britain loves Jilly Cooper's raunchy novels    

Despite being a nation with a reputation for prudishness about sex, the British don't seem to have any problem reading about it, at least not if you go by the enduring popularity of one the country's most successful writers, Jilly Cooper. Known as the Queen of the "bonkbuster" (a British term for a popular novel stuffed with salacious storylines and frequent sexual encounters), she even counts the British Prime Minister Rishi Sunak as one of her fans. For those who came of age in the UK in the 1980s or 90s, the covers of Cooper's raunchy books alone are forever imprinted on their memory, such was their ubiquity on bookshelves and sun loungers, or in schools, where they were shared like contraband by teenage girls.More like this:- Why the British are obsessed with footballers' wives - Why 'Slut' is Swift's call to arms - The greatest reality TV show never made

Continued here

S54
London's Day of Creeping Extremism    

How do you decide who owns a country? At 10:30 this morning in London, a group of black-clad men were gathered about 100 meters from the Cenotaph, Britain’s most famous war memorial. They were chanting. “We want our country back,” went one refrain, followed by “You’re not English, you’re not English, you’re not English anymore.”This group was—as another of their chants put it—“Tommy’s Army.” That refers to Tommy Robinson, the pseudonym of Stephen Yaxley-Lennon, a convicted mortgage fraudster who is the former head of a far-right, anti-Muslim group called the English Defence League. Robinson was here, somewhere, in person—and as of last week, he was back on X (formerly Twitter), five years after being “permanently suspended.” Violence and disorder follow him around, so London’s Metropolitan Police had drafted reinforcements from around Britain to deal with the situation. Walking down the Mall, a long, open road stretching from Trafalgar Square to Westminster, I saw police vans from Durham and Northumbria, in the north of England, and some officers wore caps reading HEDDLU, the Welsh word for police.

Continued here

S14
'Loki' Just Redefined a Foundational Norse Myth    

Loki’s godliness has always been more or less a technicality. He’s a god in the Marvel way, meaning he’s got a special status as an Asgardian and a host of mystical powers, but we haven’t seen him exactly worshipped. People knelt to him, sure, but that was at scepter-point. He’s just not what you imagine when you think of a god, even in the MCU. But in the Season 2 finale of Loki, we finally see him realize what being a god means as he establishes a new role in the universe — and it’s rooted in a centuries-old Norse myth: Yggdrasil/

Continued here

S33
Lessons For Leaders From A San Francisco Startup That Improves Business Writing    

Make the customer's pain go away better than the competition does and you are off to the races.

Continued here

S20
60 Things for Your Home Under $25 That Are Legitimately Amazing    

There’s nothing quite like uncovering a hidden gem, and with so many items available, Amazon is absolutely chock-full of them. These clever problem-solving buys are easy on your wallet — each product included below costs less than $25 — but will make a huge difference in organizing and upgrading your home. Whether you need to tidy up your countertops, free up space in your drawers, or make your closet easier to navigate, scroll on to check out these reviewer-beloved items that will upgrade your home and make life better.The tiny deer that’s placed in the middle of this toothpick holder will add subtle but fun character to your dining table. The container is made of hard plastic and has a single hole at the top to prevent toothpicks from spilling out or getting dirty. One reviewer wrote, “Looks just like the pictures and [...] made of thick durable plastic and is very well made. Best toothpick holder we've ever had.”

Continued here

S13
20 Years Ago, Ubisoft Made an Underrated Masterpiece that Failed Under Its Own Weight    

Despite the failures that followed, this classic action-adventure game is worth remembering.I still recall the first time I set eyes on Jade. I was hanging out in my older cousin’s basement, and he gave me his copy of a new video game. Her image dominated its brutalist box art. Before too long, I was hooked on Jade’s kick-ass charisma and the futuristic dystopia she inhabited, designed like an ageless Venice. I marveled at Jade’s green lipstick and her martial arts prowess. She was everything I wanted to be in a world I could only dream of exploring.

Continued here

S30
What Separates Successful People From Everyone Else Boils Down to 1 Gritty    

If you can't master this habit, you may as well give up now.

Continued here

S26
How Brand Building and Performance Marketing Can Work Together    

To achieve performance- accountable brand building and brand-accountable performance marketing, firms must create metrics that measure the effects of both types of investments on a single North Star metric: brand equity. That is then linked to specific financial outcomes—such as revenue, shareholder value, and return on investment—and deployed as a key performance indicator for both brand building and performance marketing.

Continued here

S29