The CMO playbook has changed — because the way consumers discover and buy has ch
By melissaburdick · September 10, 2026 · Curated by George's Blog
The CMO playbook has changed — because the way consumers discover and buy has changed.
Not long ago, we talked about “digitally native brands” and mostly meant brands that launched DTC.
Now we’re watching TikTok-native brands launch almost entirely on TikTok, solve the cold-start problem through creators and culture, build massive demand — and then move into broader distribution.
That's why Don “eCommerce” Brett and I are partnering up to introduce: “The New CMO Playbook" interview series followed by a playbook.
We’re leaning into our networks and talking with leaders from three different vantage points: brands, agencies, and platforms — asking what they’re changing, where they’re placing bets, what capabilities they’re building, how they're measuring it, and what they think the CMO playbook needs to look like heading into 2027.
And we’re ending every conversation with one question that senior leaders ask us all the time:
“What brand is doing it well & why?”
First conversations coming soon.
And if you’re a CMO or senior leader with a strong point of view on what’s changing — DM Don or me, or comment below. We’d love to include more voices.