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Why Brand and Memorability Matter
McKinsey State of Marketing Europe 2026 is a survey of 500 senior European marketing leaders, and the findings are a useful gut-check for anyone questioning whether brand investment still pays off. Branding came out as the number one priority for CMOs this year, ahead of performance marketing, martech and even generative AI.
Here are three insights from the report, and what they mean for B2B marketers.
What McKinsey State of Marketing Europe 2026 found: 1. Brand is the number one priority for CMOs in 2026
In 2026, branding now outranks performance marketing, martech, and AI as the top focus for marketing leaders.
McKinsey’s survey of 500 senior European marketing leaders found that branding outranks performance marketing tactics, martech, and even generative AI as the top priority for 2026. This isn’t brand for brand’s sake, it’s a strategic response to market complexity and economic uncertainty where brand distinctiveness and memorability become competitive differentiators.
Why this matters for B2B marketers
In complex B2B buying processes, prospective buyers are more likely to progress and convert with brands they recognise and trust. Brand familiarity reduces perceived risk, accelerates decision-making and can improve long-term ROI by lowering overall cost per lead and increasing conversion rate.
2. Emotional connection is a key driver of business growth
Authentic, trusted brands are easier to choose, especially when decisions feel risky.
The report highlights that authenticity, trust, and emotional connection are increasingly essential for differentiation in a crowded market. Purpose-driven, authentic brand experiences are seen as essential by 70% of marketing leaders.
Why this matters for B2B marketers
B2B purchase decisions are usually complex, committee-driven and risk-averse. AI and martech are tools for improving marketing efficiency but brands need to leverage their human traits to connect emotionally with prospective buyers. Brands that can build emotional resonance make it easier for buyers to remember, trust and choose them over competitors.
3. Shift from siloed campaigns to integrated full funnel approaches
Leading organisations are integrating brand building with demand generation, not treating them as separate levers.
McKinsey finds that many organisations are shifting from siloed campaign thinking to integrated full-funnel approaches that marry brand building with performance marketing, e.g. tight coordination of marketing, sales and customer experience.
Why this matters for B2B marketers
Brand memorability drives upper-funnel recall and interest, while coordinated activation campaigns convert that interest into qualified pipeline. This orchestration increases the efficiency of demand generation, boosts the effectiveness of sales engagements and spreads fixed brand investments across multiple stages of growth. Memorability pays dividends over the entire customer lifecycle by improving conversion rates at every stage, reducing reliance on constant paid performance spend, improving lead quality and lowering average cost per acquisition.
That’s the clearest signal from State of Marketing Europe 2026: brand and memorability aren’t a nice-to-have, they’re what determines whether B2B marketers get remembered when it counts.
For the full McKinsey & Company report, please visit here or to schedule a call with Find Your Angle to discuss your brand, please contact us here