2025 is really here, and with it comes a slightly friendlier economic environment (cheers to that). This might mean your CEO and board will finally start talking about brand again. Of course, you’ll still need to hit those wildly unrealistic pipeline goals with smaller budgets and leaner teams, but now you’ll need a solid answer for the inevitable question: “How can we grow our brand?” Here are my predictions:

Brand is Back… Kind Of
The conversation around brand is picking up steam in boardrooms. But don’t get too comfy—it’s still on you to connect brand-building to pipeline growth and revenue. No pressure, right?

Humans > Logos
Brands don’t love other brands. That’s a partnership. Humans, however, can love a brand. The marketers who focus on the people behind these B2B logos—through creativity, storytelling, and empathy—will win the day.

Stand for Something
Most B2B brands will play it safe. The ones that don’t—those willing to speak their truth, ask tough questions, and act authentically—will create a competitive edge. People respect boldness, even in business.

AI’s Awkward Stage
AI is a great tool for many things, but let’s face it: it’s not going to feel your brand for you. Sure, it can help with brand integrity, legal compliance, and asset management. But authenticity, sentiment, and human connection? That’s still our job—for now.

The Wild West is Your Opportunity
The mix of unpredictable economies, evolving regulations, and potentially more IPOs is a marketer’s dream and nightmare. Lean into storytelling and brand-building—it’s what your CEO, execs, and funders need right now. This is your chance to stop being the “sales development team” and step into your full marketer potential.

This is my take. What’s yours?