In a marketing landscape without certainty, what matters most to today’s chief-marketers?

Brand? Data? Strategy? Creativity? Community? Standing out? Standing for? Attention? Transparency? Risk? Fundamentals? The next new thing?

The answers aren’t mutually exclusive of course, as what matters most differs by brand and business, and changes as do macro and micro conditions. But amongst the differences are common themes, and, at the 20th Annual Forbes CMO Summit in Aspen, the marketing community’s global leaders discussed both, sharing their perspectives on “What Matters Most”—and why.

Some top takeaways from the event included:

1. From A Focus On Efficiency To Focusing On Effectiveness

For today’s CMO, the “art of knowing is knowing what not to do,” and ensuring that every dollar invested isn’t just efficiently allocated but effectively—because no matter how little is spent, if it’s not effective, then it’s not efficient.

2. While So Much Changes, Human Values Endure

Despite everything that’s changed and is changing, the architecture of the human brain remains unchanged and core human emotions and values remain central to purchase behaviors—even if they’re difficult to measure.

3. Subcultures Are The New Mass-Culture

At a time when mass and mono cultures cease to exist and there are very few truly transcendent mass cultural events, moments or communities, subcultures are the new “culture.” More thought should be given to the marketing value of subcultures, as “today’s culture is built on yesterday’s subcultures.”

4. Better Briefs Require Simplicity And Clarity

It may seem obvious, but so many creative briefs lack both simplicity and clarity—which is why so many briefs fail to deliver. Aligning around the objectives and measures that matter most, ensuring you’re solving for the right problems and not just symptoms, requires simplicity, clarity and alignment.

5. Brands Will Matter More Than Ever—And They’ve Always Mattered A Lot

In a world of paralysing choice, commoditized and “good enough” products and services, where attention is depleted, anxieties are accelerated and suspicions are heightened, as AI’s evolution changes how we create and consume information, as sales-channels become increasingly marketing driven and social commerce increases, brands—and brand marketing—will matter more than ever.

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