Be trusted: Branding and authenticity As customers tighten their spending amid global economic and political tensions, it is critical for brands to forge genuine connections that drive revenue, foster loyalty, and create a sustainable competitive advantage. This connection is built through active consumer engagement, moving away from traditional one-way marketing approaches. Marketers are increasingly prioritizing “interactive branding,” a strategy rooted in authenticity, which fosters a two-way dialogue with customers and ensures consistent, cohesive engagement across all channels. At first glance, it might seem surprising that in today’s digital marketing landscape, a “classic” topic such as branding ranks as the number-one priority. But a closer look reveals why this is the case: in a time of constant disruption and digital acceleration, CMOs are rediscovering that branding is not a relic of the past, but rather the solid rock upon which to build resilience and long-term growth. The rapid evolution of AI and digital tools is reinforcing the need for marketing fundamentals (including trust and emotional connection), which have become an anchor in turbulent times, offering clarity, consistency, and emotional security to customers. This year’s survey ranks branding and authenticity among the top five priorities for European CMOs, reflecting their critical role in driving customer engagement and business growth. Here are the definitions of branding and authenticity and why they’re important: — Branding (ranked #1 among the most important topics) is the strategic process of shaping a brand’s identity, encompassing its values, messaging, and visual representation. As David Aaker, a leading authority on branding, defines it, a brand is “a set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service.” 11 A strong brand not only differentiates a company from its competitors but also fosters recognition, trust, and loyalty among customers. It creates emotional connections for both external audiences and internal stakeholders. This dual impact is reflected in this year’s survey, where employer branding is ranked #5, underscoring its growing importance for European CMOs in the competition for talents. — Authenticity (ranked #4) in the context of branding designates the genuine expression of a brand’s values, mission, and identity. It involves building a meaningful connection with customers by being transparent, consistent, and true to the brand’s core principles, while remaining relatable. Authentic communication has become essential, as consumers increasingly value trust and seek deeper, more meaningful engagement with the brands they support. This chapter examines the evolving priorities shaping the future of branding, focusing on four critical themes that enable brands to build trust and drive sustainable growth. First, long-term brand building remains a cornerstone of marketing strategy, with authenticity and creativity serving as essential tools to foster emotional connections and differentiate in competitive markets. Second, the rise of interactive branding highlights the shift toward two-way engagement, where immersive experiences and participatory formats deepen consumer relationships. Third, the integration of full-funnel, multi- purpose campaigns reflects the growing need to align brand storytelling with performance marketing, maximizing impact across the customer journey. Finally, the adoption of gen AI is transforming 11 David A. Aaker, Managing brand equity: Capitalizing on the value of a brand name , Free Press, 1991 . 14 Past forward: The modern rethinking of marketing’s core