Marketing tech
fromAccounting Today
1 day agoGrowth as infrastructure: Rethinking marketing's role in firm strategy
The operating model that ensured success for firms in the past two decades is inadequate for future sustainability.
For much of the modern corporate era, brand has been treated as surface area. A story told outward. A set of signals designed to persuade, attract, and differentiate. When companies spoke about brand, they were usually talking about perception: how they looked in the market, how they sounded, how they were received. That framing made sense in a world where markets moved a little more slowly, organizations were stable, and leadership could afford to separate strategy from culture, product from meaning, execution from belief.
After a short delay, Ubisoft has posted its first-half earnings figures for 2025-2026. The company says that its Q2 net bookings exceeded expectations and its deal with Tencent to invest $1.2 billion in Vantage Studios--a new subsidiary focused on its three main franchises--is expected to close within a few days. Ubisoft says that its Q2 net bookings were up 39% year-on-year, driven by stronger-than-expected performance across its games catalogue and TV projects.