As a data scientist in the marketing industry, I often get asked the essential question of where one should spend their ad dollars. In my experience, there is a question of equal importance that is often overlooked: “How should I be investing into my brand?”

Over the last few weeks, you have likely heard that we are either in or are definitely heading towards a recession. But, within the last few days, various news outlets have started reporting that recessionary fears are overblown.