Roger: Great chart, but I have a question. If a brand sees this coming (i.e., low R$ due to fixed B$ and high F$), why do they not plan for it?
@Roger Good question! Probably because Big Brand marketing departments do not yet understand marketing to digital identities and will allocate limited funds to anything with which they are not confident or familiar.
The graph is not meant to be taken too seriously 🙂
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