Excited to attend Masters of Marketing and discuss how brands can finally quanti
By Mikeblack · October 9, 2026 · Curated by George's Blog
Excited to attend Masters of Marketing and discuss how brands can finally quantify culture’s impact on growth
Ask most CMOs and they'll say:
"Of course being culturally resonant is important for our brand's growth ... didn't you see campaign X, or the partnership we just announced with Y mega-influencer?"
But few have actually quantified how much #culturalresonance is helping or hurting their growth numbers, or how much money is being left on the table
That makes it hard to validate what's working, or prioritize investment trade offs across channels or brands in the portfolio
New research from Carlos Santiago and his team at the ANA Cultural Leadership Alliance has quantified the growth opportunity from cultural resonance to be as much as $253B amongst the the top 246 consumer facing companies
Our own research we're sharing at Masters' in a few weeks estimates that brands have lost $14.7B in revenue opportunity based on declining resonance with Gen Z alone (across soda, snacks, QSR and wealth management)
The point is:
The theme of this year’s Masters of Marketing is “Catalyzing Growth”
But marketers can’t truly catalyze growth if cultural resonance remains an unquantifiable lever in the #brand #marketing funnel
If you want to see how we've cracked the code on quantifying #culture and learn how your brand can catalyze growth through cultural resonance, visit me and the Collage Group team at Booth 33.
David Wellisch Mollie Turner Ryan Woods J'juan White