In this episode of Marketing Vanguard, dwell from the 2026 World Economic Forum in Davos, Nic Brandenberger, CMO of Mammut, the 164-year-old Swiss mountaineering gear firm, unpacks why Davos represents a novel alternative for C-suite entrepreneurs and the way the experiences manufacturers create matter way over the merchandise they promote.
What you’ll study:
- How to shift the definition of “brand” from product supplier to expertise giver
- Why breaking out of the advertising silo is a crucial aggressive benefit
- The strategic benefit of being part of Davos
- How to stability wholesale and direct-to-consumer channels
- How consumer-centric basis separates nice advertising from mediocre execution
- Ways to determine and penetrate area of interest communities in fragmented markets like US mountaineering
With practically a decade of expertise at Procter & Gamble, the place Nic constructed foundational experience in consumer-centric advertising technique and model administration, he brings a data-driven strategy to the out of doors and journey market.
His insights on balancing B2B wholesale partnerships (65% of income) with direct-to-consumer progress methods, alongside Mammut’s increasing U.S. market presence, provide actionable steerage for entrepreneurs navigating the intersection of heritage model legacy and trendy digital transformation.
Introducing: Frontier CMO
In an period the place the advertising playbook is being rewritten each day, how can manufacturers keep forward? Joshua Spanier, Google’s VP of AI and Marketing Strategy, pulls again the curtain in Frontier CMO, his new podcast and weekly insights letter that includes the entrepreneurs, thought leaders, and business pioneers who’re reinventing advertising.
Josh previews the powerful questions and unfiltered conversations featured on Frontier CMO, together with:
- AI as a management take a look at: exploring the “human” aspect of the AI revolution. As expertise and instruments advance the problem turns into equipping advertising groups to leverage these applied sciences
- Brand relevance and connection: writing the following playbook for model relevance by exhibiting up as a predominant character within the locations and areas that join along with your viewers
- Agentic Commerce: understanding the transition from “speed vs. certainty” to a world the place procuring is quick and good
- The new advertising group: understanding the place AI makes work quicker and smarter and restructuring groups to maintain up. Redefining company partnerships to raise insights and creativity in actual time