-- London-based Los Angeles (LO:LA) has published its expert analysis on the anticipated resurgence of brand building in 2026, after it was overshadowed by performance marketing efforts in recent years. The award-winning branding agency released its insights in response to findings from McKinsey's State of Marketing Europe 2026 report, which surveyed top executives across the continent about their upcoming strategic priorities.
More information is available at https://www.thelolaagency.com/post/brand-is-back-why-2026-marks-the-rebirth-of-long-term-brand-building.
A representative from LO:LA explained that “Brand is Back” comments on a notable shift in marketing priorities after years of performance-driven strategies dominating the industry. "For nearly a decade, marketers were told that brand building was becoming obsolete in favor of performance marketing's measurability and efficiency," they noted. "Brand was viewed as the soft, slow side of marketing that required justification."
The agency's spokesperson highlighted that McKinsey's latest State of Marketing Europe confirms branding has emerged as the number one priority for Chief Marketing Officers entering 2026. According to the report, executives are recognizing that brand serves as the foundation for resilience and long-term growth, particularly amid constant disruption and rapid advances in digital technology and artificial intelligence.
"As tools get faster, the fundamentals matter more," LO:LA's representative added. "Trust and emotional connection become the anchor that gives customers clarity, consistency, and a sense of security."
The McKinsey study reveals that four of the top five CMO priorities—branding at number one, budget management at number two, data privacy at number three, authenticity at number four, and employer branding at number five—indicate a clear movement away from short-term hype chasing toward long-term brand and trust building.
LO:LA's analysis adds to these findings by identifying several factors driving this renewed focus on branding, starting with the need for stability as recent disruptions threaten consumer trust. "Brand is safety. Brand is clarity. Brand is confidence," the article declared.
The branding agency also emphasized the growing importance of authenticity in modern marketing, noting that the era of brand polish has passed and consumers can now detect inauthenticity faster than ever.
Those interested in viewing the other factors are encouraged to read the full text of “Brand is Back.”
In addition to its published analysis, LO:LA is inviting businesses to explore the agency's Brand-in-a-Box offering, which provides a systematic approach to developing new or refreshed brand experiences and is instrumental in the creation of many of the agency’s award-winning campaigns.
Further details on LO:LA's suite of services, insights, and recent award wins can be found at https://www.thelolaagency.com/
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Name: Nick Platt
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Organization: London : Los Angeles (LO:LA)
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Website: https://www.thelolaagency.com
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