This week’s articles have mostly been about industry trends, so let’s finish in the same vein with a look at threats to marketers.

More heretical still: the brand’s image matters less than the image of the brand’s customers. So argues research firm Chadwick Martin Bailey, which has just introduced AffinID Score, a way to measure how strongly consumers identify with their image of a brand’s consumer. “Strategic brands don’t win on price: they win on tribe,” says the research firm’s head of consumer psychology.

Microsoft has confirmed that Reddit has blocked its Bing search engine from crawling content; Reddit seems to have blocked DuckDuckGo too. Reddit content will still appear in Google search results, but then Google has paid Reddit $60 million to allow it to train its AI models on that content. Reddit says the block has nothing to do with the Google deal: okay.