Post by BEYOND REASON

Average Brand Managers focus on Results. Great Brand Managers focus on The Process. Successes achieved without a proper understanding of the underlying processes are basically lucky shots. Whilst your average leader is quite comfortable to rely on luck, truly great leaders do acknowledge that this is too risky. Compare this to a doctor of 200y ago, who treats a patient's diabetes -without a proper understanding of the underlying metabolical processes that control blood sugar levels. In some cases, the doctor got lucky and the terapy was successful. This was an acceptable practice in a era during which the medical profession did not have the scientific framework nor the observation technology to grasp what went on beneath the surface.  Today, now that medical science and tech have moved on, this is no longer acceptable. It is not different for brand managment and marketing practices. Relying on luck, on trial and error, on opaque models and methods was all fine, in abscence of a proper understanding of the underlying brain processes that govern consumer behaviour. Today, now that brain science and tech have drastically improved, the greatest brand management teams shift their focus towards the (brain) process. Mainly because they realise that this is the most systemic, stable and predictive path between marketing investment and commercial performance.  Thank you to all the forward thinking teams at world calss brands, without whom we could not have perfected our brain-centric management system. 2026 will be a big year for us, and who knows, for the brand management industry as a whole.. NATHAN AXFORD Olivier Tjon