Prioritize branding–
to build the icons of a new era.
What marketeers and brand experts can take from McKinsey’s “State of Marketing Europe 2026”
2025 has been a tough year for most businesses. Trade disputes, a stagnant economy and, not least, the challenge of integrating AI tools into real workflows have all created a climate of uncertainty. That’s why now is the time to set the right strategic course for the year ahead.
In this context, McKinsey’s new “State of Marketing Europe 2026” study is especially interesting. It shows very clearly which topics are currently at the top of European CMOs’ priority lists. Front and center: branding. That will surprise some people. Marketing ROI only comes in at number 6 in the survey. Data driven marketing is down at number 10. Generative AI and agents only make it to number 17. Would you not have expected these “buzzword topics” to rank higher? Probably yes. And of course, exploring the possibilities of AI should be a no brainer for anyone responsible for a brand.
Anchors of trust in a complex world
Even so, the top spot for branding is almost a logical consequence for anyone who works with the power of brands. In an increasingly complex and volatile world, strong brands are valuable anchors of stability, trust and cultural relevance.
But in times of disruption like the ones we are experiencing right now, there is an even bigger opportunity for brands: They can become icons of a new era. Anyone who takes the McKinsey study seriously will therefore take the next step now and use this moment to charge their brand emotionally and innovatively. That way, they increase its value.
How to build iconic brands
To do that, brands need myth and aura as strategic tools. Myth is the “soul” of the brand. It provides meaning, values and identity. Aura is the tangible sense of uniqueness. It is usually expressed through haptic and sensory properties that give the brand a physical presence. Design then introduces growth opportunities in a society that is hungry for orientation. Branding, as the top topic for Europe’s CMOs – on closer inspection, is quite logical.
So, what does this mean in practical terms? There is no one-size-fits-all approach, because every brand is unique. For us as an agency, “branding” always starts with a deep dive into really understanding the essence of the brand and being clear of the elements that define its identity. We protect the key assets and let go of what is secondary. That creates the space to add new motifs that position what is familiar in a contemporary and creative context. This is how a brand builds the strength to stay relevant in the future.
Brands need to take a stand
Design provides orientation. It aids in building trust in brands, which consumers then reward with loyalty. It gives undeniable economic value, but at the same time, it always must be reflected in the company’s attitude. Anyone who wants to shape their brand into an icon needs to respect the inner compass that guides them through changing times and trends.
In short: In an age of uncertainty, people are longing for orientation. Brands can provide that and act as anchors of stability – and they can do even more than that: Right now, is the best time to build new icons and raise their value to the next level, both culturally and commercially. That is the path we are taking with our clients.
Meet the author
Lukas Cottrell
CEO