"By disassociating "branding" from "selling" he has found the perfect Catch-22 of unaccountability -- setting a goal that is not measurable."

Another great piece from the Ad Contrarian on the advertising industry obsession with engagement over more accountable and less palatable metrics. He quotes Martin Weigel of W+K Amsterdam who goes into more detail and calls out specific bad habits this leads to:

"the impact on sales revenue of any version of engagement until it leads to purchase is - lest there be any doubt or debate - zero"