From campaigns to brand ecosystems: what it really means to build a brand in 2026

January 30, 2026 The Drum


This article explores the shift from traditional marketing campaigns to worldbuilding in brand development. It emphasizes the importance of creating a lasting brand ecosystem rooted in values and community participation. With the rise of social media and consumer-driven culture, brands must foster authentic relationships, invite audience involvement, and prioritize continuity over fleeting visibility. Discover how successful brands like Spotify and Netflix are redefining engagement—read the full article!

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If AI is the answer, what was the question?
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