How Context Became the Engine of Brand Growth in an AI-First World
Jonah Goodhart of Mobian argued that in a fragmented, AI-mediated ecosystem, brand growth depends on designing how a brand is understood — not just how it is seen
At the 2026 ANA Media Conference presented by A+E Global Media, Jonah Goodhart, co-founder and CEO of Mobian, outlined a fundamental shift in marketing: Brands no longer control how they show up. Goodhart argued that marketers must move beyond content and targeting — toward designing for context — to drive meaningful brand growth.
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