Most purchases don't start with an ad or Google search. They start with a memory. I spent nearly a decade at J.P. Morgan — Doing everything from building multimillion-dollar, global campaigns and managing sales enablement functions across some of the most complex B2B categories out there. And one thing I saw over and over again: Teams pouring budget into performance marketing while the brand quietly faded from buyers' minds. The research backs this up. Professor Jenni Roman