Creativity: The Last Brand-Building Advantage
Andrew Tindall of System1 argued that brand building has become more important, not less — and that marketers can unlock stronger growth by combining media support with emotion, distinctiveness, showmanship, and consistency
At the 2026 ANA Brand Masters Conference, Andrew Tindall, chief growth officer at System1, shared findings from more than 1,260 U.S. and European campaigns showing that brand building has become more closely connected to business results even as advertising has become less effective at growing brands.
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