"When Oasis announced their reunion after 15 years, stadiums sold out in hours. Radiohead returned after seven years and packed arenas in minutes. What audiences feel is revival, not nostalgia. These comebacks remind us that when brand identity is clear and consistent, it endures. It attracts old fans and draws in new ones. People do not just return for the music. They return for the meaning-both the personal meaning they assign and the collective meaning that builds community."
"From 2021 to 2022, spend covered cracks and volume hid inconsistency. The growth-at-all-costs era was euphoric but left behind layoffs and higher CAC. Today, budgets are down to 7.7% of company revenue. CFOs demand proof, teams are leaner and AI is everywhere. At the SaaS Metrics Summit, Scale's Craig Rosenberg noted that 92% of marketing teams report productivity gains from AI. Yet, Jacco van der Kooij of Winning by Design pointed out that revenue isn't rising at the same pace."
AI offers speed, scale and leverage while amplifying drift and making inconsistencies more visible to buyers, customers and CFOs. Clear, consistent brand identity endures and attracts both returning and new audiences by providing personal and collective meaning. B2B marketing winners focus on fundamentals: positioning, brand presence in buyer minds, and consistency. The 2021–2022 growth era hid weaknesses; current budgets average 7.7% of revenue, CFOs require proof, and teams are leaner. AI raises productivity but revenue has not matched those gains. Sustainable GTM success requires a repeatable system that links brand, data and CFO-aligned proof, with AI as an amplifier.
Read at MarTech
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