Signals from the Stage: What ANA Masters of Marketing Revealed About the Future of Brands
Harris Poll — 2025 — Marketing Strategy
The 'Signals From The Stage' report highlights the need for brands to adapt to changing consumer preferences by integrating authentic physical engagement and responsibly utilizing AI in marketing strategies. Key insights reveal a resurgence in demand for tangible brand experiences, with a significant majority of marketers planning to invest in physical touchpoints. Additionally, the report emphasizes the importance of cultivating marketing talent through continuous training and ethical AI governance to ensure sustainable brand growth in 2026.
Key Statistics
- 70% of marketers plan to increase investment in physical touchpoints over the next year
- 79% of Millennials anticipate brand catalogs
- 44% of Gen Z and Millennials use AI tools for brand discovery
- 80% of marketers believe continuous training on new technologies is crucial for job stability
- 68% cite upskilling and reskilling programs as critical
Key Takeaways
- Integrate physical and digital strategies to enhance customer engagement.
- Establish robust AI governance and ensure data is standardized for AI interpretation.
- Invest in comprehensive education and training programs to develop future-proof marketing talent.
- Prioritize experiential retail and community events to create unique brand experiences.
- Implement structured mentorship and clear career paths to retain skilled professionals.
Cite as: Harris Poll. (2025). Signals from the Stage: What ANA Masters of Marketing Revealed About the Future of Brands. Retrieved from https://research.agilebrandguide.com/research/navigating-the-new-marketing-frontier-key-imperatives-for-brand-growth-in-2026