Thinking about mid-funnel and how it often sits in an interesting grey area. Is it part of branding, or part of lower-funnel conversion? I keep coming back to the same answer: it depends. If a product is simple, mid-funnel content can already drive conversions. But when a product is more complex, education most definitely plays a role because, explaining what the product is, why it exists, and what makes it different may not convert right away, but it prepares people for lower-funnel messages later. Curious how others see this. Branding, conversion, or a mix of both?