Observed Signal · Sep 29, 2026 · Market Signal · Source: Zappi · Impact: 2/5
Brand tracking software and how to choose the right platform
Your brand doesn't exist in a vacuum. There are many factors that can influence how people see your brand that can shift, from consumer perceptions to updates from competitors and more. The challenge ...
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Recent verified developments and strategic activity across this market segment.
How to Combat Brand Drift in B2B Marketing
This opinion piece by Jenny Sagstrom of Sköna discusses the concept of 'brand drift' in B2B companies, where inconsistent brand messaging and assets erode trust. It identifies three main causes: internal teams creating off-brand assets, marketing teams clinging to outdated brand identities, and slow approval chains due to insecurity. The article suggests solutions such as establishing internal brand education, conducting regular brand audits, and clarifying decision-making authority. It cites a recent survey of global CMOs showing only 28% feel they have high influence, and notes that 65% of CEOs view growth as marketing's primary mandate. The article emphasizes that brand consistency is crucial for B2B growth and provides a case study of a finance-as-a-service rebrand that led to 91% YoY sales growth.
Study: Brands Losing Their Shine
A Roland Berger study titled "The Consumer Playbook is Changing" finds that economic uncertainty, the rising influence of artificial intelligence, and declining brand loyalty are reshaping consumer purchasing behaviour. The study highlights that only 21% of surveyed consumers now cite a brand's reputation as a decisive purchase reason. The article reporting the study was published by Lebensmittelzeitung on July 20, 2026, authored by Daniela Rück.
4 Marketing Choices That Weaken Brands
This Adweek analysis by François Bazini, Michel Sara and Manuel Montes argues that a series of seemingly sensible marketing choices can erode long-term brand equity. The authors identify four common traps—impatience presented as agility; personal legacy framed as consumer-centricity; creative excitement mistaken for effectiveness; and short-sighted financial discipline favoring immediately measurable returns. They explain how frequent creative refreshes, leader-driven tweaks, prioritizing flashy work over commercial fundamentals, and shifting spend to short-term activations can dismantle distinctive brand assets and memory structures. The piece cites Nike’s recent rebalancing toward brand building as an example that long-term brand investment differs from short-term efficiency, and urges executives to treat brand strategy with the same scrutiny as capital or structural decisions.
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