Over the course of my career, I’ve had the opportunity to work alongside extraordinary leaders and organizations building brands that truly matter. One thing that continues to stand out is how often brand is still viewed primarily as a marketing function. In my experience, it sits much closer to strategy. A strong brand influences how customers trust a company, how partners choose to work with it, how employees connect to its mission, and ultimately how investors view long-term potential. Organizations that treat brand as a strategic asset tend to align it with culture, customer experience, and leadership decisions. Harvard Business Review explored this idea, noting that the most effective brands are built around a clear promise that organizations consistently deliver on. https://lnkd.in/g2u2yFSd As I spend more time investing, mentoring emerging leaders, and advising organizations, I continue to be fascinated by the intersection of brand, leadership, and long-term value creation.

Uncertain times often trigger the same reaction from businesses. There's a pause in the marketing. Reduction in visibility. 'Let's wait for things to settle'… It’s understandable. History suggests the brands that stay visible, communicate clearly and remain consistent during disruption are often the ones that emerge stronger. A few thoughts on consistency and brand leadership during uncertain periods. 🇦🇪 💪

Why is marketing always the first thing to go? Because these are often the moments when brands have the biggest opportunity to stand out while others go quiet.

Hershey exec Stacy Taffet shares details on company’s next wave of growth: Hershey Chief Growth + Marketing Officer Stacy Taffet shares details on the company’s next wave of growth http://dlvr.it/TRpL3B

Kraft Heinz’s NFL partnership is a case study for modern marketers that's worth paying attention to. At a glance, the move makes sense. The NFL still delivers one of the largest, most consistent audiences in media. For a legacy portfolio trying to reassert cultural relevance, that kind of scale is attractive. But the real lesson here isn’t about media buying, it’s about what happens when scale is used to compensate for deeper strategic gaps. Modern marketers should see this as a reminder that visibility and relevance are not the same thing. Kraft Heinz doesn’t suffer from a lack of awareness. Its brands are some of the most recognizable in the world. The challenge is that recognition hasn’t translated into connection with younger consumers, whose expectations around food, health, and brand values have shifted dramatically. When that gap exists, increasing exposure doesn’t fix the problem, it magnifies it. This is where many brands still get stuck in an outdated playbook. There’s an assumption that if you can just get in front of enough people, performance will follow. But today’s environment doesn’t reward interruption the way it once did. It rewards alignment; brands that show up in the right context, with messaging that actually reflects how their audience thinks and behaves. That’s the real takeaway here. Big partnerships like this aren’t inherently flawed, but they only work when they sit on top of a strategy that already resonates. Without that foundation, they become expensive amplifiers of mediocrity. For marketers, the lesson is clear: before you invest in scale, make sure what you’re scaling actually deserves the attention. Read More Here: https://lnkd.in/gHwnAXc6

Kraft Heinz’s NFL partnership is a case study for modern marketers that's worth paying attention to. At a glance, the move makes sense. The NFL still delivers one of the largest, most consistent audiences in media. For a legacy portfolio trying to reassert cultural relevance, that kind of scale is attractive. But the real lesson here isn’t about media buying, it’s about what happens when scale is used to compensate for deeper strategic gaps. Modern marketers should see this as a reminder that visibility and relevance are not the same thing. Kraft Heinz doesn’t suffer from a lack of awareness. Its brands are some of the most recognizable in the world. The challenge is that recognition hasn’t translated into connection with younger consumers, whose expectations around food, health, and brand values have shifted dramatically. When that gap exists, increasing exposure doesn’t fix the problem, it magnifies it. This is where many brands still get stuck in an outdated playbook. There’s an assumption that if you can just get in front of enough people, performance will follow. But today’s environment doesn’t reward interruption the way it once did. It rewards alignment; brands that show up in the right context, with messaging that actually reflects how their audience thinks and behaves. That’s the real takeaway here. Big partnerships like this aren’t inherently flawed, but they only work when they sit on top of a strategy that already resonates. Without that foundation, they become expensive amplifiers of mediocrity. For marketers, the lesson is clear: before you invest in scale, make sure what you’re scaling actually deserves the attention. Read More Here: https://lnkd.in/d7ydXfFh

Kraft Heinz’s NFL partnership is a case study for modern marketers that's worth paying attention to. At a glance, the move makes sense. The NFL still delivers one of the largest, most consistent audiences in media. For a legacy portfolio trying to reassert cultural relevance, that kind of scale is attractive. But the real lesson here isn’t about media buying, it’s about what happens when scale is used to compensate for deeper strategic gaps. Modern marketers should see this as a reminder that visibility and relevance are not the same thing. Kraft Heinz doesn’t suffer from a lack of awareness. Its brands are some of the most recognizable in the world. The challenge is that recognition hasn’t translated into connection with younger consumers, whose expectations around food, health, and brand values have shifted dramatically. When that gap exists, increasing exposure doesn’t fix the problem, it magnifies it. This is where many brands still get stuck in an outdated playbook. There’s an assumption that if you can just get in front of enough people, performance will follow. But today’s environment doesn’t reward interruption the way it once did. It rewards alignment; brands that show up in the right context, with messaging that actually reflects how their audience thinks and behaves. That’s the real takeaway here. Big partnerships like this aren’t inherently flawed, but they only work when they sit on top of a strategy that already resonates. Without that foundation, they become expensive amplifiers of mediocrity. For marketers, the lesson is clear: before you invest in scale, make sure what you’re scaling actually deserves the attention. Read More Here: https://lnkd.in/gvi-tegs

One other thought is that CMOs are increasingly becoming financially savvy and data driven as we transformed marketing to digital, personal and data versus “vague”creative based. Michael 'schatzy' Schatzberg

Kraft Heinz betting on the National Football League (NFL) isn’t just about visibility, it’s about rebuilding relevance in a crowded, shifting market. The brand has faced slowing sales and increasing pressure to modernize how it connects with consumers. Instead of relying solely on traditional advertising, this move signals a broader shift toward cultural integration. The NFL offers something most platforms can’t: consistent, high-attention moments tied to emotion, routine, and community. It creates an opportunity for Kraft Heinz to show up in ways that feel natural during occasions that already matter to consumers. More importantly, it positions the brand within experiences people actively care about, rather than interrupting them. What stands out is the move toward experience-driven marketing over product-first messaging. This isn’t just about running ads, it’s about embedding into moments like game day, where food and fandom naturally intersect. For legacy CPG brands, that kind of integration can be the difference between staying top-of-mind and fading into the background. The bigger question is whether partnerships like this can drive sustained brand momentum, or if they simply create short-term spikes in attention. Are large-scale partnerships enough to reposition legacy brands today? #MarketingStrategy #BrandStrategy #SportsMarketing https://lnkd.in/gG42XyXx

#cristinaceniros what you share here is rich but for me, #partnerships have never been about ONLY visibility nor do they alone "bring legacy" to #brands in my mind. Having worked for several 100+ year old brands with a priority intent to make them relevant again and without giving up heritage....surely an INTEGRATED STRATEGY that touches all consumer points and lives clearly where your target consumers are and where they need to be is even more viable in my eyes Your thoughts here very vital.... #NFL #KRAFTHEINZ "What stands out is the move toward experience-driven marketing over product-first messaging. This isn’t just about running ads, it’s about embedding into moments like game day, where food and fandom naturally intersect. For legacy CPG brands, that kind of integration can be the difference between staying top-of-mind and fading into the background. The bigger question is whether partnerships like this can drive sustained brand momentum, or if they simply create short-term spikes in attention. Are large-scale partnerships enough to reposition legacy brands today?"