{"id":32461,"date":"2023-06-06T18:37:12","date_gmt":"2023-06-06T18:37:12","guid":{"rendered":"https:\/\/prophet.com\/?page_id=32461"},"modified":"2025-12-11T16:23:37","modified_gmt":"2025-12-11T16:23:37","slug":"cmo-guide","status":"publish","type":"page","link":"https:\/\/prophet.com\/thinking\/cmo-guide\/","title":{"rendered":"The CMO Guide for Marketing in 2026"},"content":{"rendered":"\n<section class=\"section-content phone:hidden bg-image section-dark\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/Hero-scaled.jpg);background-position: top;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div style=\"height:150px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-a1c262b4db975ed21ddd7155da5f071e\" id=\"h-the-cmo-guide-for-marketing-in-2026\" style=\"font-size:72px\">The CMO Guide for Marketing in 2026<\/h1>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h2 class=\"wp-block-heading h2 has-black-color has-text-color has-link-color wp-elements-44aeedd57185f14ac54281157bad43c2\" id=\"h-six-must-haves-and-must-dos-to-unlock-uncommon-growth\" style=\"font-size:36px\"><strong>Six must-haves and must-dos to unlock uncommon growth<\/strong><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\">\n<p class=\"has-black-color has-text-color has-link-color has-normal-font-size wp-elements-a4fb28d35600f738cf136b92b64c3ec0\">Marketing is changing at the pace of GenAI. As brand, marketing and experience leaders plan 2026, we curated several pieces of advice supplemented with links to resources. Much of our advice is built on what\u2019s been proven from the past, but several twists continue to emerge and some are higher priorities than they have been in the past. Our experts are available to support and guide you. Just ask.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a3d91 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a3d91.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a3d91.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill scroll-cta\">\n        <a href=\"#\" \n            class=\"wp-block-button__link no-border-radius set-scroll to-scroll-1 button-6978daa8a3d91 wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \"  >\n                CONTACT US  \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"373\" height=\"265\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_hero_with_blk_box.png\" alt=\"\" class=\"wp-image-37399\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-the-cmo-guide-for-marketing-in-2026-0\">The CMO Guide for Marketing in 2026<\/h1>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h3\" id=\"h-six-must-haves-and-must-dos-to-unlock-uncommon-growth-0\"><strong>Six must-haves and must-dos to unlock uncommon growth<\/strong><\/h2>\n\n\n\n<p>Marketing is changing at the pace of GenAI. As brand, marketing and experience leaders plan 2026, we curated several pieces of advice supplemented with links to resources. Much of our advice is built on what\u2019s been proven from the past, but several twists continue to emerge and some are higher priorities than they have been in the past. Our experts are available to support and guide you. Just ask.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a4f75 {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a4f75.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a4f75.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill scroll-cta\">\n        <a href=\"#\" \n            class=\"wp-block-button__link no-border-radius set-scroll to-scroll-2 button-6978daa8a4f75 wp-acf-button-bg-color\" \n            style=\"color: #000000; \"  >\n                CONTACT US  \n        <\/a>\n    <\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: rgb(51,74,255);color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns phone:hidden block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:52%\">\n<p class=\"has-normal-font-size\"><strong>01<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-frame-marketing-as-a-growth-accelerator\" style=\"font-size:36px\"><strong>Frame Marketing as a <br><span style=\"color:#A4EDD6\">Growth Accelerator<\/span><\/strong><\/h2>\n\n\n\n<p class=\"has-normal-font-size\">In 2026, CMOs must position marketing not as a cost center or service bureau, but as the enterprise\u2019s growth engine. Some in the C-suite may be skeptical, but marketing is uniquely positioned to drive revenue and resilience by transforming brand, data, creativity, and customer connections into measurable business impact. Marketers should lean into several levers to drive uncommon growth: a sharpened brand positioning or value proposition to build relevance and trust; data-informed customer insight that fuels smarter decisions; bold creative that captures attention in fragmented markets; performance marketing that efficiently converts demand; differentiated experiences that deepen loyalty; and agile operating models that adapt at speed. When orchestrated together, these levers enable marketing not only to support growth but also to lead it.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a52b5 {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a52b5.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a52b5.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/05\/seven-growth-moves-for-marketers-in-uncommon-times\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a52b5 wp-acf-button-bg-color\" \n            style=\"color: #000000; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#000000\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:35%\">\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-600x600.png\" alt=\"\" class=\"wp-image-37220\" style=\"width:300px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-600x600.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-300x300.png 300w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2.png 656w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:35%\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-600x600.png\" alt=\"\" class=\"wp-image-37220\" style=\"width:300px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-600x600.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2-300x300.png 300w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/Growth_Accelerator_Illustration-2.png 656w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:52%\">\n<p class=\"h2\"><strong>01<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-frame-marketing-as-a-growth-accelerator-0\"><strong>Frame Marketing as a <br><span style=\"color:#A4EDD6\">Growth Accelerator<\/span><\/strong><\/h2>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In 2026, CMOs must position marketing not as a cost center or service bureau, but as the enterprise\u2019s growth engine. Some in the C-suite may be skeptical, but marketing is uniquely positioned to drive revenue and resilience by transforming brand, data, creativity, and customer connections into measurable business impact. Marketers should lean into several levers to drive uncommon growth: a sharpened brand positioning or value proposition to build relevance and trust; data-informed customer insight that fuels smarter decisions; bold creative that captures attention in fragmented markets; performance marketing that efficiently converts demand; differentiated experiences that deepen loyalty; and agile operating models that adapt at speed. When orchestrated together, these levers enable marketing not only to support growth but also to lead it.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a5787 {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a5787.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a5787.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/05\/seven-growth-moves-for-marketers-in-uncommon-times\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a5787 wp-acf-button-bg-color\" \n            style=\"color: #000000; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#000000\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content phone:hidden bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/desktop_cmo_ceo_background-scaled.png);background-position: bottom;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p style=\"font-size:16px\"><strong>02<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-b-uild-the-cmo-ceo-relationship\" style=\"font-size:36px\"><strong>B<strong>uild the <mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-blue-color\"><br>CMO-CEO <br>Relationship<\/mark><\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:55%\">\n<p class=\"has-normal-font-size\">The most effective CEO-CMO partnerships are built on mutual trust, shared goals, and a deep respect for each other\u2019s domains. As Personify Health\u2019s CEO and CMO reveal, alignment doesn\u2019t mean agreement on everything; it means navigating tension productively, balancing vision with execution, and staying focused on what\u2019s best for the business. Today\u2019s marketing landscape is more complex, data-rich, and tech-enabled than ever, and successful CMOs earn respect by translating that complexity into tangible outcomes. For CEOs, it\u2019s less about reporting lines and more about impact: marketers who build credibility through results, not rhetoric, are the ones who gain lasting influence. Ultimately, the CMO-CEO dynamic thrives when both parties embrace mutual curiosity, communicate clearly, and stay grounded in a shared commitment to uncommon growth.&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a5c4f {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a5c4f.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a5c4f.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/09\/a-ceo-cmo-dialogue-on-the-future-of-marketing\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a5c4f wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ INTERVIEW <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:140px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden section-white\" style=\"background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<p class=\"h2\"><strong>02<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-b-uild-the-cmo-ceo-relationship-0\"><strong>B<strong>uild the <mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-blue-color\">CMO-CEO <br>Relationship<\/mark><\/strong><\/strong><\/h2>\n\n\n\n<p>The most effective CEO-CMO partnerships are built on mutual trust, shared goals, and a deep respect for each other\u2019s domains. As Personify Health\u2019s CEO and CMO reveal, alignment doesn\u2019t mean agreement on everything; it means navigating tension productively, balancing vision with execution, and staying focused on what\u2019s best for the business. Today\u2019s marketing landscape is more complex, data-rich, and tech-enabled than ever, and successful CMOs earn respect by translating that complexity into tangible outcomes. For CEOs, it\u2019s less about reporting lines and more about impact: marketers who build credibility through results, not rhetoric, are the ones who gain lasting influence. Ultimately, the CMO-CEO dynamic thrives when both parties embrace mutual curiosity, communicate clearly, and stay grounded in a shared commitment to uncommon growth.&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a63a1 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a63a1.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a63a1.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/09\/a-ceo-cmo-dialogue-on-the-future-of-marketing\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a63a1 wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ INTERVIEW <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"375\" height=\"483\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_CMO_CEO.png\" alt=\"\" class=\"wp-image-37406\"\/><\/figure>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns phone:hidden is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:52%\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:16px\"><strong>03<\/strong><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-4b6709d561e241e2145fb7084cb7edba\" id=\"h-integrate-brand-and-demand\" style=\"font-size:36px\"><strong><strong>Integrate <span style=\"color:#FF0053\">Brand<\/span> and <mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-pink-color\">Demand<\/mark><\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p class=\"has-normal-font-size\">In today\u2019s performance-driven landscape, effective marketers know that brand and demand aren\u2019t rivals, they\u2019re powerful partners. Prophet\u2019s research, <em>Brand &amp; Demand: A Love Story,<\/em> along with <em>The<\/em> <em>Multiplier Effect<\/em> (developed in partnership with WARC and other experts), shows that brand equity fuels performance outcomes, significantly increasing ROI across the funnel. Yet in many organizations, brand and demand still operate separately \u2013 divided by separate budgets, teams, creative approaches and measurement frameworks. To close this gap, marketers must define shared outcomes, align strategies from the outset and build operating models that connect the dots across functions. For example, we\u2019ve found that creative and media integrated pack a more powerful and efficient punch. When done right, integration delivers both near-term conversion and long-term brand strength.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a695e {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a695e.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a695e.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2024\/10\/download-brand-and-demand-marketings-great-love-story\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a695e wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ REPORT <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized scale-up\"><img loading=\"lazy\" decoding=\"async\" width=\"1016\" height=\"1060\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2024\/09\/beating-heart-animation-1.gif\" alt=\"\" class=\"wp-image-35028\" style=\"aspect-ratio:1;object-fit:contain;width:auto;height:400px\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1016\" height=\"1060\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2024\/09\/beating-heart-animation-1.gif\" alt=\"\" class=\"wp-image-35028\" style=\"aspect-ratio:1;object-fit:contain;width:auto;height:400px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:52%\">\n<p class=\"h2\"><strong>03<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-88ad5d610d70b2d902e35396302df840\" id=\"h-integrate-brand-and-demand-0\"><strong><strong>Integrate <span style=\"color:#FF0053\">Brand<\/span> and <mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-pink-color\">Demand<\/mark><\/strong><\/strong><\/h2>\n\n\n\n<p>In today\u2019s performance-driven landscape, effective marketers know that brand and demand aren\u2019t rivals, they\u2019re powerful partners. Prophet\u2019s research, <em>Brand &amp; Demand: A Love Story,<\/em> along with <em>The<\/em> <em>Multiplier Effect<\/em> (developed in partnership with WARC and other experts), shows that brand equity fuels performance outcomes, significantly increasing ROI across the funnel. Yet in many organizations, brand and demand still operate separately \u2013 divided by separate budgets, teams, creative approaches and measurement frameworks. To close this gap, marketers must define shared outcomes, align strategies from the outset and build operating models that connect the dots across functions. For example, we\u2019ve found that creative and media integrated pack a more powerful and efficient punch. When done right, integration delivers both near-term conversion and long-term brand strength.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a6e29 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a6e29.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a6e29.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2024\/10\/download-brand-and-demand-marketings-great-love-story\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a6e29 wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ REPORT <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content phone:hidden section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p style=\"font-size:16px\"><strong>04<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-connect-inside-and-outside\" style=\"font-size:36px\"><strong><strong><mark style=\"background-color:#000000\" class=\"has-inline-color has-pink-color\">Connect<\/mark> Inside and Outside<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:55%\">\n<p class=\"has-normal-font-size\">When brand and culture are aligned, organizations unlock uncommon growth. Brand is the promise you make; culture is how you keep it. When internal behaviors reinforce the external narrative, companies build trust, credibility, and consistency \u2013 inside and out. This alignment empowers employees, strengthens reputation, and turns values into action. Start by clearly defining your promise, then embed it into leadership behaviors, systems, and incentives so employees can deliver on it authentically. Next, equip teams with the tools and language to bring the brand to life across every interaction. Most importantly, treat brand and culture as a continuous loop: culture shapes the brand, and the brand reinforces cultural behavior. Managed well, this becomes a durable engine of performance and sustainable growth.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a72af {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a72af.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a72af.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/09\/brand-and-culture-at-the-intersection-of-uncommon-growth\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a72af wp-acf-button-bg-color\" \n            style=\"color: #000000; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#000000\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image block-fade-in\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6978daa8a7749&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6978daa8a7749\" class=\"aligncenter size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/desktop_brand_culture_chart-scaled.png\" alt=\"\" class=\"wp-image-37226\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6978daa8a7f08&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6978daa8a7f08\" class=\"aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"327\" height=\"700\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_brandculturechart.png\" alt=\"\" class=\"wp-image-37414\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_brandculturechart.png 327w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_brandculturechart-280x600.png 280w\" sizes=\"auto, (max-width: 327px) 100vw, 327px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h2\"><strong>04<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-connect-inside-and-outside-0\"><strong><strong><mark style=\"background-color:#000000\" class=\"has-inline-color has-pink-color\">Connect<\/mark> Inside and Outside<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When brand and culture are aligned, organizations unlock uncommon growth. Brand is the promise you make; culture is how you keep it. When internal behaviors reinforce the external narrative, companies build trust, credibility, and consistency \u2013 inside and out. This alignment empowers employees, strengthens reputation, and turns values into action. Start by clearly defining your promise, then embed it into leadership behaviors, systems, and incentives so employees can deliver on it authentically. Next, equip teams with the tools and language to bring the brand to life across every interaction. Most importantly, treat brand and culture as a continuous loop: culture shapes the brand, and the brand reinforces cultural behavior. Managed well, this becomes a durable engine of performance and sustainable growth.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a8152 {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a8152.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a8152.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/09\/brand-and-culture-at-the-intersection-of-uncommon-growth\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a8152 wp-acf-button-bg-color\" \n            style=\"color: #000000; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#000000\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content phone:hidden bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/desktop_span_silos_bk.png);background-position: top;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:43%\">\n<p style=\"font-size:16px\"><strong>05<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-d01d78160c1e7c30447403e2c5574421\" id=\"h-span-the-silos\" style=\"font-size:36px\"><strong><strong>Span the Silos<\/strong><\/strong><\/h2>\n\n\n\n<p class=\"has-normal-font-size\">Rigid decentralized organizational silos, whether based on product lines, countries, or functions\u2014are no longer effective in a marketplace defined by global brands, new media, and complex customer interactions. Work horizontally not just vertically. Our vice chair Dave Aaker shared several strategies in his book, <em>Spanning <\/em>the <em>Silos: The CMO Imperative,<\/em> including:&nbsp; establish cross-functional teams; enhance information systems to provide shared access to the same data; develop common-planning processes to align goals and strategies; create silo-spanning marketing programs that force collaborative muscles; promote internal communication and events; adapt brands to silo-specific contexts instead of forcing uniformity; and leverage silos for innovation to test new ideas and campaigns.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a84d6 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a84d6.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a84d6.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2022\/06\/is-ineffective-collaboration-hindering-your-organizations-transformation\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a84d6 wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:35%\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/mobile_span_silos_bk.png);background-position: top;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<p class=\"h2\"><strong>05<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-7313e01ef272ce169b422cc9f5311067\" id=\"h-span-the-silos-0\"><strong><strong>Span the Silos<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:850px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Rigid decentralized organizational silos, whether based on product lines, countries, or functions\u2014are no longer effective in a marketplace defined by global brands, new media, and complex customer interactions. Work horizontally not just vertically. Our vice chair Dave Aaker shared several strategies in his book, <em>Spanning <\/em>the <em>Silos: The CMO Imperative,<\/em> including:&nbsp; establish cross-functional teams; enhance information systems to provide shared access to the same data; develop common-planning processes to align goals and strategies; create silo-spanning marketing programs that force collaborative muscles; promote internal communication and events; adapt brands to silo-specific contexts instead of forcing uniformity; and leverage silos for innovation to test new ideas and campaigns.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a8c00 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a8c00.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a8c00.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2022\/06\/is-ineffective-collaboration-hindering-your-organizations-transformation\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a8c00 wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content phone:hidden section-white\" style=\"background-color: rgb(255,255,255);color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-black-color has-text-color has-link-color wp-elements-7b6bb8b11e1389c46c4df12f69873779\" style=\"font-size:16px\"><strong>06<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-e897db99687198ad6f3c7096a676b5ea\" id=\"h-rethinking-marketing-maturity-for-an-ai-driven-future\" style=\"font-size:36px\"><strong><strong><mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-blue-color\">Rethinking Marketing Maturity<\/mark> for an AI-Driven Future<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-white-color has-text-color has-link-color wp-elements-c645e628e62f8fbab9d9726851472d16\"><\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image phone:hidden block-fade-in\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6978daa8a96c3&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6978daa8a96c3\" class=\"aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1842\" height=\"1843\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5.png\" alt=\"\" class=\"wp-image-37335\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5.png 1842w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-600x600.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-800x800.png 800w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-300x300.png 300w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-768x768.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-1536x1536.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/image-5-1079x1080.png 1079w\" sizes=\"auto, (max-width: 1842px) 100vw, 1842px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"has-black-color has-text-color has-link-color has-normal-font-size wp-elements-427b91e72d0d7442523e5cdf8f93451c\">To lead in the age of AI, marketers must do more than adopt new tools. They must lead the dialogue on AI and move from supplementing and augmenting what they do today to drive commercial growth. This means rewiring capabilities for a fundamentally different way of working. AI isn\u2019t just a creative accelerator or smarter data engine; it\u2019s reshaping the entire marketing value chain, from segmentation and content creation to campaign orchestration and optimization. CMOs can no longer afford to scale maturity incrementally. But this requires intentional shifts: piloting with purpose, integrating AI into operating models, aligning to growth metrics, and rethinking roles so humans focus on strategy while AI handles scale and speed. Those who effectively embed AI are already outpacing their peers, unlocking productivity, personalization, and performance that traditional methods can\u2019t match.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a9a7e {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a9a7e.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a9a7e.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/07\/rethinking-marketing-maturity-in-the-age-of-genai\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a9a7e wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden section-white\" style=\"background-color: rgb(255,255,255);color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<p class=\"h2 has-black-color has-text-color has-link-color wp-elements-482e6ca114eb5656a4cc780891b10a6a\"><strong>06<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-1e1d0c9f1592a5b7a15341d5959763fd\" id=\"h-rethinking-marketing-maturity-for-an-ai-driven-future-0\"><strong><strong><mark style=\"background-color:#FFFFFF\" class=\"has-inline-color has-blue-color\">Rethinking Marketing Maturity<\/mark> for an AI-Driven Future<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-8c9a75f58f8f121bf45c79cb03ed326d\">To lead in the age of AI, marketers must do more than adopt new tools. They must lead the dialogue on AI and move from supplementing and augmenting what they do today to drive commercial growth. This means rewiring capabilities for a fundamentally different way of working. AI isn\u2019t just a creative accelerator or smarter data engine; it\u2019s reshaping the entire marketing value chain, from segmentation and content creation to campaign orchestration and optimization. CMOs can no longer afford to scale maturity incrementally. But this requires intentional shifts: piloting with purpose, integrating AI into operating models, aligning to growth metrics, and rethinking roles so humans focus on strategy while AI handles scale and speed. Those who effectively embed AI are already outpacing their peers, unlocking productivity, personalization, and performance that traditional methods can\u2019t match.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8a9ebd {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a9ebd.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8a9ebd.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/07\/rethinking-marketing-maturity-in-the-age-of-genai\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8a9ebd wp-acf-button-bg-color\" \n            style=\"color: #ffffff; \" target=\"_blank\" >\n                READ ARTICLE <svg class=\"icon\" style=\"fill:#ffffff\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<div class=\"wp-block-cover phone:hidden\" style=\"min-height:55vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"11200\" height=\"4732\" class=\"wp-block-cover__image-background wp-image-37456 size-full\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-1.png\" style=\"object-position:77% 52%\" data-object-fit=\"cover\" data-object-position=\"77% 52%\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-1.png 11200w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-1-600x254.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-1-768x324.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-1-1536x649.png 1536w\" sizes=\"auto, (max-width: 11200px) 100vw, 11200px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#524ed8\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:38%\">\n<h2 class=\"wp-block-heading\" id=\"h-planning-ahead\" style=\"font-size:36px\"><strong>Planning Ahead<\/strong><\/h2>\n\n\n\n<p class=\"has-normal-font-size\">To be a marketer in 2026 is to navigate constant change with clarity, creativity, and conviction. It means embracing AI as a co-pilot, uniting brand and demand, aligning culture and expression, and turning marketing into an engine for uncommon growth. The path forward isn\u2019t about perfection; it\u2019s about embracing progress. With the right mindset, modern tools, and strategic partnerships, marketers can move forward with confidence, ready to lead what\u2019s next.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:3%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<section class=\"section-content mobile:hidden bg-image section-dark\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/planning-ahead-mobile-scaled.png);background-position: top;\">\n    <article class=\"container\">\n        \n\n<div style=\"height:490px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-planning-ahead-0\"><strong>Planning Ahead<\/strong><\/h2>\n\n\n\n<p>To be a marketer in 2026 is to navigate constant change with clarity, creativity, and conviction. It means embracing AI as a co-pilot, uniting brand and demand, aligning culture and expression, and turning marketing into an engine for uncommon growth. The path forward isn\u2019t about perfection; it\u2019s about embracing progress. With the right mindset, modern tools, and strategic partnerships, marketers can move forward with confidence, ready to lead what\u2019s next.&nbsp;<\/p>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center h3 block-fade-in phone:hidden\" id=\"h-brand-and-marketing-experts\" style=\"font-size:30px\"><strong>Brand and Marketing Experts<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center mobile:hidden\" id=\"h-brand-and-marketing-experts-0\"><strong>Brand and Marketing Experts<\/strong><\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">    <div class=\"leadership-block grid-cols-2 block-grid-cols-4\">\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/scott-davis\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2023\/10\/Scott-davis-hs-300x300.png\" alt=\"Scott Davis\">\n                <\/div>\n                <p class=\"leadership-name\">Scott Davis<\/p>\n                <p class=\"leadership-role\">Senior Partner, Chief Growth Officer<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/kate-price\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/10\/Kate-Price-Headshot-e1665493337790-300x300.jpeg\" alt=\"Kate Price\">\n                <\/div>\n                <p class=\"leadership-name\">Kate Price<\/p>\n                <p class=\"leadership-role\">Partner<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/mat-zucker\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2018\/01\/zucker-300x300.jpg\" alt=\"Mat Zucker\">\n                <\/div>\n                <p class=\"leadership-name\">Mat Zucker<\/p>\n                <p class=\"leadership-role\">Senior Partner<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/alex_whittaker\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/P.-Headshots-Mar24-DSCF7932-20240306-Zadkiel-300x300.jpg\" alt=\"Alex Whittaker\">\n                <\/div>\n                <p class=\"leadership-name\">Alex Whittaker<\/p>\n                <p class=\"leadership-role\">Partner<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n    <\/div><!-- .leadership-container -->\n\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n    <div class=\"leadership-block grid-cols-2 block-grid-cols-4\">\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/adam-tremblay\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/09\/big-adam_tremblay_new-headshot_B_W-300x300.jpeg\" alt=\"Adam Tremblay\">\n                <\/div>\n                <p class=\"leadership-name\">Adam Tremblay<\/p>\n                <p class=\"leadership-role\">Partner<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/alan-casey\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2018\/04\/casey-2018-300x300.jpg\" alt=\"Alan Casey\">\n                <\/div>\n                <p class=\"leadership-name\">Alan Casey<\/p>\n                <p class=\"leadership-role\">Senior Partner, Asia Regional Lead<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/sarah-mier\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/Sarah-Mier-e1654207614247-300x300.jpeg\" alt=\"Sarah Mier\">\n                <\/div>\n                <p class=\"leadership-name\">Sarah Mier<\/p>\n                <p class=\"leadership-role\">Associate Parnter<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n            <div class=\"leadership-content\">\n                                    <a class=\"leadership-link\" href=\"https:\/\/prophet.com\/author\/virginia-ngai\/\">\n                                <div class=\"headshot-wrapper\">\n                    <div class=\"headshot-halo\"><\/div>\n                    <img decoding=\"async\" class=\"leadership-headshot\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/11\/vgnai.jpg\" alt=\"Virginia Ngai\">\n                <\/div>\n                <p class=\"leadership-name\">Virginia Ngai<\/p>\n                <p class=\"leadership-role\">Associate Partner<\/p>\n\n                                    <\/a>\n                            <\/div><!-- .leadership-people -->\n\n        \n    <\/div><!-- .leadership-container -->\n\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<div class=\"wp-block-cover phone:hidden\" style=\"min-height:65vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"2470\" height=\"800\" class=\"wp-block-cover__image-background wp-image-37244 size-large\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2470x800.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2470x800.png 2470w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-600x194.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-768x249.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-1536x498.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2048x663.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-1920x622.png 1920w\" sizes=\"auto, (max-width: 2470px) 100vw, 2470px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#8263c0\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:2%\"><\/div>\n\n\n\n<div class=\"wp-block-column block-slide-up is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:37%\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-aaker-on-branding-second-edition-the-playbook-to-building-strong-brands\" style=\"font-size:36px\">Aaker on Branding, Second Edition: The Playbook to Building Strong Brands<\/h2>\n\n\n\n<p class=\"h3\" style=\"font-size:30px\">David Aaker<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h2 has-text-color has-link-color wp-elements-bd1a66fc63c83bbdb4933d6dfaef6025\" style=\"color:#fcc400;font-size:30px\"><strong>&#8220;<span style=\"color: inherit\"><em>As today\u2019s marketing landscape becomes more dynamic, disruptive and digitally driven, Aaker delivers new insights to help leaders build, communicate and scale strong brands across categories.<\/em><\/span>&#8220;<\/strong><\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8afb50 {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8afb50.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        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loading=\"lazy\" decoding=\"async\" width=\"452\" height=\"627\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic.png\" alt=\"\" class=\"wp-image-37364\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic.png 452w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic-433x600.png 433w\" sizes=\"auto, (max-width: 452px) 100vw, 452px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cover mobile:hidden\" style=\"min-height:65vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"2470\" height=\"800\" class=\"wp-block-cover__image-background wp-image-37244 size-large\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2470x800.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2470x800.png 2470w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-600x194.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-768x249.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-1536x498.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-2048x663.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/10\/david-aaker-module-1920x622.png 1920w\" sizes=\"auto, (max-width: 2470px) 100vw, 2470px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#8263c0\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"433\" height=\"600\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic-433x600.png\" alt=\"\" class=\"wp-image-37364\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic-433x600.png 433w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/11\/smaller_desktop_aaker_book_graphic.png 452w\" sizes=\"auto, (max-width: 433px) 100vw, 433px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-aaker-on-branding-second-edition-the-playbook-to-building-strong-brands-0\">Aaker on Branding, Second Edition: The Playbook to Building Strong Brands<\/h2>\n\n\n\n<p class=\"h3\">David Aaker<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h3 has-text-color has-link-color wp-elements-24c63a8314ee0475b66db709588d3110\" style=\"color:#fcc400\"><strong>&#8220;<span style=\"color: inherit\"><em>As today\u2019s marketing landscape becomes more dynamic, disruptive and digitally driven, Aaker delivers new insights to help leaders build, communicate and scale strong brands across categories.<\/em><\/span>&#8220;<\/strong><\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6978daa8b012a {\n            background-color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8b012a.wp-block-button__link:hover {\n            color: #ffffff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6978daa8b012a.wp-block-button__link:hover svg.icon {\n            fill: #ffffff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/2025\/04\/aaker-on-branding-second-edition\/\" \n            class=\"wp-block-button__link no-border-radius button-6978daa8b012a wp-acf-button-bg-color\" \n            style=\"color: 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class=\"connect-job-function required-form-field\" name=\"job_function\">\n                        <option value=\"\" selected=\"selected\">Function*<\/option>\n                                                    <option value=\"Strategy\">Strategy<\/option>\n<option value=\"Legal\">Legal<\/option>\n<option value=\"Operations\">Operations<\/option>\n<option value=\"Research \/ Insights\">Research \/ Insights<\/option>\n<option value=\"Procurement\">Procurement<\/option>\n<option value=\"Digital \/ Technology\">Digital \/ Technology<\/option>\n<option value=\"Sales\">Sales<\/option>\n<option value=\"Finance\">Finance<\/option>\n<option value=\"Experience\">Experience<\/option>\n<option value=\"People \/ HR\">People \/ HR<\/option>\n<option value=\"Communications \/ PR\">Communications \/ PR<\/option>\n<option value=\"Product \/ Innovation\">Product \/ Innovation<\/option>\n<option value=\"Marketing\">Marketing<\/option>\n<option value=\"Design\">Design<\/option>\n<option value=\"Brand\">Brand<\/option>                        \n                    <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n                <label for=\"country\" class=\"dropmenu-wrapper\" aria-label=\"Country\">\n                    <select id=\"country\" class=\"connect-country required-form-field on-form-field\" name=\"country\">\n                        <option value=\"\" selected=\"selected\">Country*<\/option>\n                                                    <option value=\"DE\">GERMANY<\/option>\n<option value=\"ES\">SPAIN<\/option>\n<option value=\"CH\">SWITZERLAND<\/option>\n<option value=\"GB\">UNITED KINGDOM<\/option>\n<option value=\"US\">UNITED STATES<\/option>\n<option value=\"AF\">AFGHANISTAN<\/option>\n<option value=\"AL\">ALBANIA<\/option>\n<option value=\"DZ\">ALGERIA<\/option>\n<option value=\"AS\">AMERICAN SAMOA<\/option>\n<option value=\"AD\">ANDORRA<\/option>\n<option value=\"AO\">ANGOLA<\/option>\n<option value=\"AI\">ANGUILLA<\/option>\n<option value=\"AQ\">ANTARCTICA<\/option>\n<option value=\"AG\">ANTIGUA AND BARBUDA<\/option>\n<option value=\"AR\">ARGENTINA<\/option>\n<option value=\"AM\">ARMENIA<\/option>\n<option value=\"AW\">ARUBA<\/option>\n<option value=\"AU\">AUSTRALIA<\/option>\n<option value=\"AT\">AUSTRIA<\/option>\n<option value=\"AZ\">AZERBAIJAN<\/option>\n<option value=\"BS\">BAHAMAS<\/option>\n<option value=\"BH\">BAHRAIN<\/option>\n<option value=\"BD\">BANGLADESH<\/option>\n<option value=\"BB\">BARBADOS<\/option>\n<option value=\"BY\">BELARUS<\/option>\n<option value=\"BE\">BELGIUM<\/option>\n<option value=\"BZ\">BELIZE<\/option>\n<option value=\"BJ\">BENIN<\/option>\n<option value=\"BM\">BERMUDA<\/option>\n<option value=\"BT\">BHUTAN<\/option>\n<option value=\"BO\">BOLIVIA<\/option>\n<option value=\"BA\">BOSNIA AND HERZEGOVINA<\/option>\n<option value=\"BW\">BOTSWANA<\/option>\n<option value=\"BV\">BOUVET ISLAND<\/option>\n<option value=\"BR\">BRAZIL<\/option>\n<option value=\"IO\">BRITISH INDIAN OCEAN TERRITORY<\/option>\n<option value=\"BN\">BRUNEI DARUSSALAM<\/option>\n<option value=\"BG\">BULGARIA<\/option>\n<option value=\"BF\">BURKINA FASO<\/option>\n<option value=\"BI\">BURUNDI<\/option>\n<option value=\"KH\">CAMBODIA<\/option>\n<option value=\"CM\">CAMEROON<\/option>\n<option value=\"CA\">CANADA<\/option>\n<option value=\"CV\">CAPE VERDE<\/option>\n<option value=\"KY\">CAYMAN ISLANDS<\/option>\n<option value=\"CF\">CENTRAL AFRICAN REPUBLIC<\/option>\n<option value=\"TD\">CHAD<\/option>\n<option value=\"CL\">CHILE<\/option>\n<option value=\"CN\">CHINA<\/option>\n<option value=\"CX\">CHRISTMAS ISLAND<\/option>\n<option value=\"CC\">COCOS (KEELING) ISLANDS<\/option>\n<option value=\"CO\">COLOMBIA<\/option>\n<option value=\"KM\">COMOROS<\/option>\n<option value=\"CG\">CONGO<\/option>\n<option value=\"CD\">CONGO, THE DEMOCRATIC REPUBLIC OF THE<\/option>\n<option value=\"CK\">COOK ISLANDS<\/option>\n<option value=\"CR\">COSTA RICA<\/option>\n<option value=\"CI\">COTE D&#8217;IVOIRE<\/option>\n<option value=\"HR\">CROATIA<\/option>\n<option value=\"CU\">CUBA<\/option>\n<option value=\"CY\">CYPRUS<\/option>\n<option value=\"CZ\">CZECH REPUBLIC<\/option>\n<option value=\"DK\">DENMARK<\/option>\n<option value=\"DJ\">DJIBOUTI<\/option>\n<option value=\"DM\">DOMINICA<\/option>\n<option value=\"DO\">DOMINICAN REPUBLIC<\/option>\n<option value=\"EC\">ECUADOR<\/option>\n<option value=\"EG\">EGYPT<\/option>\n<option value=\"SV\">EL SALVADOR<\/option>\n<option value=\"GQ\">EQUATORIAL GUINEA<\/option>\n<option value=\"ER\">ERITREA<\/option>\n<option value=\"EE\">ESTONIA<\/option>\n<option value=\"ET\">ETHIOPIA<\/option>\n<option value=\"FK\">FALKLAND ISLANDS (MALVINAS)<\/option>\n<option value=\"FO\">FAROE ISLANDS<\/option>\n<option value=\"FJ\">FIJI<\/option>\n<option value=\"FI\">FINLAND<\/option>\n<option value=\"FR\">FRANCE<\/option>\n<option value=\"GF\">FRENCH GUIANA<\/option>\n<option value=\"PF\">FRENCH POLYNESIA<\/option>\n<option value=\"TF\">FRENCH SOUTHERN TERRITORIES<\/option>\n<option value=\"GA\">GABON<\/option>\n<option value=\"GM\">GAMBIA<\/option>\n<option value=\"GE\">GEORGIA<\/option>\n<option value=\"GH\">GHANA<\/option>\n<option value=\"GI\">GIBRALTAR<\/option>\n<option value=\"GR\">GREECE<\/option>\n<option value=\"GL\">GREENLAND<\/option>\n<option value=\"GD\">GRENADA<\/option>\n<option value=\"GP\">GUADELOUPE<\/option>\n<option value=\"GU\">GUAM<\/option>\n<option value=\"GT\">GUATEMALA<\/option>\n<option value=\"GN\">GUINEA<\/option>\n<option value=\"GW\">GUINEA-BISSAU<\/option>\n<option value=\"GY\">GUYANA<\/option>\n<option value=\"HT\">HAITI<\/option>\n<option value=\"HM\">HEARD ISLAND AND MCDONALD ISLANDS<\/option>\n<option value=\"VA\">HOLY SEE (VATICAN CITY STATE)<\/option>\n<option value=\"HN\">HONDURAS<\/option>\n<option value=\"HK\">HONG KONG<\/option>\n<option value=\"HU\">HUNGARY<\/option>\n<option value=\"IS\">ICELAND<\/option>\n<option value=\"IN\">INDIA<\/option>\n<option value=\"ID\">INDONESIA<\/option>\n<option value=\"IR\">IRAN, ISLAMIC REPUBLIC OF<\/option>\n<option value=\"IQ\">IRAQ<\/option>\n<option value=\"IE\">IRELAND<\/option>\n<option value=\"IL\">ISRAEL<\/option>\n<option value=\"IT\">ITALY<\/option>\n<option value=\"JM\">JAMAICA<\/option>\n<option value=\"JP\">JAPAN<\/option>\n<option value=\"JO\">JORDAN<\/option>\n<option value=\"KZ\">KAZAKHSTAN<\/option>\n<option value=\"KE\">KENYA<\/option>\n<option value=\"KI\">KIRIBATI<\/option>\n<option value=\"KP\">KOREA, DEMOCRATIC PEOPLE&#8217;S REPUBLIC OF<\/option>\n<option value=\"KR\">KOREA, REPUBLIC OF<\/option>\n<option value=\"KW\">KUWAIT<\/option>\n<option value=\"KG\">KYRGYZSTAN<\/option>\n<option value=\"LA\">LAO PEOPLE&#8217;S DEMOCRATIC REPUBLIC<\/option>\n<option value=\"LV\">LATVIA<\/option>\n<option value=\"LB\">LEBANON<\/option>\n<option value=\"LS\">LESOTHO<\/option>\n<option value=\"LR\">LIBERIA<\/option>\n<option value=\"LY\">LIBYAN ARAB JAMAHIRIYA<\/option>\n<option value=\"LI\">LIECHTENSTEIN<\/option>\n<option value=\"LT\">LITHUANIA<\/option>\n<option value=\"LU\">LUXEMBOURG<\/option>\n<option value=\"MO\">MACAO<\/option>\n<option value=\"MK\">MACEDONIA, THE FORMER YUGOSLAV REPUBLIC OF<\/option>\n<option value=\"MG\">MADAGASCAR<\/option>\n<option value=\"MW\">MALAWI<\/option>\n<option value=\"MY\">MALAYSIA<\/option>\n<option value=\"MV\">MALDIVES<\/option>\n<option value=\"ML\">MALI<\/option>\n<option value=\"MT\">MALTA<\/option>\n<option value=\"MH\">MARSHALL ISLANDS<\/option>\n<option value=\"MQ\">MARTINIQUE<\/option>\n<option value=\"MR\">MAURITANIA<\/option>\n<option value=\"MU\">MAURITIUS<\/option>\n<option value=\"YT\">MAYOTTE<\/option>\n<option value=\"MX\">MEXICO<\/option>\n<option value=\"FM\">MICRONESIA, FEDERATED STATES OF<\/option>\n<option value=\"MD\">MOLDOVA, REPUBLIC OF<\/option>\n<option value=\"MC\">MONACO<\/option>\n<option value=\"MN\">MONGOLIA<\/option>\n<option value=\"MS\">MONTSERRAT<\/option>\n<option value=\"MA\">MOROCCO<\/option>\n<option value=\"MZ\">MOZAMBIQUE<\/option>\n<option value=\"MM\">MYANMAR<\/option>\n<option value=\"NA\">NAMIBIA<\/option>\n<option value=\"NR\">NAURU<\/option>\n<option value=\"NP\">NEPAL<\/option>\n<option value=\"NL\">NETHERLANDS<\/option>\n<option value=\"AN\">NETHERLANDS ANTILLES<\/option>\n<option value=\"NC\">NEW CALEDONIA<\/option>\n<option value=\"NZ\">NEW ZEALAND<\/option>\n<option value=\"NI\">NICARAGUA<\/option>\n<option value=\"NE\">NIGER<\/option>\n<option value=\"NG\">NIGERIA<\/option>\n<option value=\"NU\">NIUE<\/option>\n<option value=\"NF\">NORFOLK ISLAND<\/option>\n<option value=\"MP\">NORTHERN MARIANA ISLANDS<\/option>\n<option value=\"NO\">NORWAY<\/option>\n<option value=\"OM\">OMAN<\/option>\n<option value=\"PK\">PAKISTAN<\/option>\n<option value=\"PW\">PALAU<\/option>\n<option value=\"PS\">PALESTINIAN TERRITORY, OCCUPIED<\/option>\n<option value=\"PA\">PANAMA<\/option>\n<option value=\"PG\">PAPUA NEW GUINEA<\/option>\n<option value=\"PY\">PARAGUAY<\/option>\n<option value=\"PE\">PERU<\/option>\n<option value=\"PH\">PHILIPPINES<\/option>\n<option value=\"PN\">PITCAIRN<\/option>\n<option value=\"PL\">POLAND<\/option>\n<option value=\"PT\">PORTUGAL<\/option>\n<option value=\"PR\">PUERTO RICO<\/option>\n<option value=\"QA\">QATAR<\/option>\n<option value=\"RE\">REUNION<\/option>\n<option value=\"RO\">ROMANIA<\/option>\n<option value=\"RU\">RUSSIAN FEDERATION<\/option>\n<option value=\"RW\">RWANDA<\/option>\n<option value=\"SH\">SAINT HELENA<\/option>\n<option value=\"KN\">SAINT KITTS AND NEVIS<\/option>\n<option value=\"LC\">SAINT LUCIA<\/option>\n<option value=\"PM\">SAINT PIERRE AND MIQUELON<\/option>\n<option value=\"VC\">SAINT VINCENT AND THE GRENADINES<\/option>\n<option value=\"WS\">SAMOA<\/option>\n<option value=\"SM\">SAN MARINO<\/option>\n<option value=\"ST\">SAO TOME AND PRINCIPE<\/option>\n<option value=\"SA\">SAUDI ARABIA<\/option>\n<option value=\"SN\">SENEGAL<\/option>\n<option value=\"CS\">SERBIA AND MONTENEGRO<\/option>\n<option value=\"SC\">SEYCHELLES<\/option>\n<option value=\"SL\">SIERRA LEONE<\/option>\n<option value=\"SG\">SINGAPORE<\/option>\n<option value=\"SK\">SLOVAKIA<\/option>\n<option value=\"SI\">SLOVENIA<\/option>\n<option value=\"SB\">SOLOMON ISLANDS<\/option>\n<option value=\"SO\">SOMALIA<\/option>\n<option value=\"ZA\">SOUTH AFRICA<\/option>\n<option value=\"GS\">SOUTH GEORGIA AND THE SOUTH SANDWICH ISLANDS<\/option>\n<option value=\"LK\">SRI LANKA<\/option>\n<option value=\"SD\">SUDAN<\/option>\n<option value=\"SR\">SURINAME<\/option>\n<option value=\"SJ\">SVALBARD AND JAN MAYEN<\/option>\n<option value=\"SZ\">SWAZILAND<\/option>\n<option value=\"SE\">SWEDEN<\/option>\n<option value=\"SY\">SYRIAN ARAB REPUBLIC<\/option>\n<option value=\"TW\">TAIWAN, PROVINCE OF CHINA<\/option>\n<option value=\"TJ\">TAJIKISTAN<\/option>\n<option value=\"TZ\">TANZANIA, UNITED REPUBLIC OF<\/option>\n<option value=\"TH\">THAILAND<\/option>\n<option value=\"TL\">TIMOR-LESTE<\/option>\n<option value=\"TG\">TOGO<\/option>\n<option value=\"TK\">TOKELAU<\/option>\n<option value=\"TO\">TONGA<\/option>\n<option value=\"TT\">TRINIDAD AND TOBAGO<\/option>\n<option value=\"TN\">TUNISIA<\/option>\n<option value=\"TR\">TURKEY<\/option>\n<option value=\"TM\">TURKMENISTAN<\/option>\n<option value=\"TC\">TURKS AND CAICOS ISLANDS<\/option>\n<option value=\"TV\">TUVALU<\/option>\n<option value=\"UG\">UGANDA<\/option>\n<option value=\"UA\">UKRAINE<\/option>\n<option value=\"AE\">UNITED ARAB EMIRATES<\/option>\n<option value=\"UM\">UNITED STATES MINOR OUTLYING ISLANDS<\/option>\n<option value=\"UY\">URUGUAY<\/option>\n<option value=\"UZ\">UZBEKISTAN<\/option>\n<option value=\"VU\">VANUATU<\/option>\n<option value=\"VE\">VENEZUELA<\/option>\n<option value=\"VN\">VIET NAM<\/option>\n<option value=\"VG\">VIRGIN ISLANDS, BRITISH<\/option>\n<option value=\"VI\">VIRGIN ISLANDS, U.S.<\/option>\n<option value=\"WF\">WALLIS AND FUTUNA<\/option>\n<option value=\"EH\">WESTERN SAHARA<\/option>\n<option value=\"YE\">YEMEN<\/option>\n<option value=\"ZM\">ZAMBIA<\/option>\n<option value=\"ZW\">ZIMBABWE<\/option>                                            <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n            <\/div>\n\n            <div class=\"form-row state-province-row hidden\">\n                <label for=\"state_province\" class=\"dropmenu-wrapper\" aria-label=\"State or Province\">\n                    <select id=\"state_province\" class=\"connect-state-province\" name=\"state_province\">\n       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value=\"LA\">Louisiana<\/option>\n<option value=\"MA\">Massachusetts<\/option>\n<option value=\"MD\">Maryland<\/option>\n<option value=\"ME\">Maine<\/option>\n<option value=\"MH\">Marshall Islands<\/option>\n<option value=\"MI\">Michigan<\/option>\n<option value=\"MN\">Minnesota<\/option>\n<option value=\"MO\">Missouri<\/option>\n<option value=\"MP\">Marianas<\/option>\n<option value=\"MS\">Mississippi<\/option>\n<option value=\"MT\">Montana<\/option>\n<option value=\"NC\">North Carolina<\/option>\n<option value=\"ND\">North Dakota<\/option>\n<option value=\"NE\">Nebraska<\/option>\n<option value=\"NH\">New Hampshire<\/option>\n<option value=\"NJ\">New Jersey<\/option>\n<option value=\"NM\">New Mexico<\/option>\n<option value=\"NV\">Nevada<\/option>\n<option value=\"NY\">New York<\/option>\n<option value=\"OH\">Ohio<\/option>\n<option value=\"OK\">Oklahoma<\/option>\n<option value=\"OR\">Oregon<\/option>\n<option value=\"PA\">Pennsylvania<\/option>\n<option value=\"PR\">Puerto Rico<\/option>\n<option value=\"PW\">Palau<\/option>\n<option value=\"RI\">Rhode Island<\/option>\n<option value=\"SC\">South Carolina<\/option>\n<option value=\"SD\">South Dakota<\/option>\n<option value=\"TN\">Tennessee<\/option>\n<option value=\"TX\">Texas<\/option>\n<option value=\"UT\">Utah<\/option>\n<option value=\"VA\">Virginia<\/option>\n<option value=\"VI\">Virgin Islands<\/option>\n<option value=\"VT\">Vermont<\/option>\n<option value=\"WA\">Washington<\/option>\n<option value=\"WI\">Wisconsin<\/option>\n<option value=\"WV\">West Virginia<\/option>\n<option value=\"WY\">Wyoming<\/option>\n<option value=\"AA\">Military Americas<\/option>\n<option value=\"AE\">Military Europe\/ME\/Canada<\/option>\n<option value=\"AP\">Military Pacific<\/option>\n<option value=\"AB\">Alberta<\/option>\n<option value=\"MB\">Manitoba<\/option>\n<option value=\"BC\">British Columbia<\/option>\n<option value=\"NB\">New Brunswick<\/option>\n<option value=\"NL\">Newfoundland and Labrador<\/option>\n<option value=\"NS\">Nova Scotia<\/option>\n<option value=\"NT\">Northwest Territories<\/option>\n<option value=\"NU\">Nunavut<\/option>\n<option value=\"ON\">Ontario<\/option>\n<option value=\"PE\">Prince Edward Island<\/option>\n<option value=\"QC\">Quebec<\/option>\n<option value=\"SK\">Saskatchewan<\/option>\n<option value=\"YT\">Yukon Territory<\/option>                        \n                    <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n            <\/div>\n\n            <div class=\"form-row\" aria-label=\"Email\">\n                <label for=\"email\">\n                    <input type=\"email\" id=\"email\" class=\"required-form-field on-form-field\" name=\"email\" placeholder=\"Email*\">\n                    <span class=\"bottom-line trans\"><\/span>\n 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