When everyone’s chasing quick wins, it’s easy to forget the one lever that compounds everything: brand clarity. But cramming “agentic AI” into your homepage won’t save you, it just makes you sound like the chorus.In this episode, we sit down with Jess Ellis, Head of Brand, Content, Creative & Comms at Attentive, to talk about what it really takes to build a brand that drives pipeline in a crowded B2B market. Jess gets candid about bringing a hypergrowth org back to its foundation-mission, values, and a point of view people can actually feel. We dig into consent-based personalization that respects customers, why brand and demand aren’t enemies, and how to use AI as a speed-up.We Also ExploreWhy slapping “AI” on your homepage isn’t a strategyHow to make personalization feel human, not creepyBrand vs. demand is a fake fight (and how to prove it)The metric that earns budget: brand health with teeth