Are We Building Brands for a World That No Longer Exists?

2026-09-15

Brands still rely on growth tactics built for a simpler, more stable world. This piece argues for a “both/and” approach. Keep evidence-based marketing principles while accounting for trust, context, and long-term consequences. Set rules against manipulative tactics. Use brand touchpoints to explain real-world decisions. Dedicate 10% of activity to retention, employee pride, and referrals.