Everyone agrees brand drives long-term growth — it remains one of the most influential but least rigorously measured things marketers do. Marketing has never faced more scrutiny, making 2026 both a reckoning for measurement and a renewed moment to invest in brand. The answer isn't measuring brand in isolation; it's connecting the entire purchase journey — Audience, Brand, Consideration, Sales — across every channel, online and off, into a single, connected, consistent story. ABCS Insights CEO Jerome Shimizu sits down with leaders from LiveRamp and Atmosphere TV to ask what every marketer is wrestling with: can we finally connect the journey from brand to basket — and prove what our marketing actually drives?
