Takeaways from BrandSmart 2025:

Last week I had the pleasure of attending the American Marketing Association’s (AMA) BrandSmart 2025 conference in Chicago. And let me tell you, this year’s theme of “Future-Proofing Your Brand,” couldn’t have been more relevant. 

With over 300 marketers, the day was packed with sharp insights, honest conversations, and more coffee than I’d like to admit. Here are a few of the takeaways that stuck with me – and may just stick with you too!

Innovate While Staying True to Your Brand 

One of the keynote sessions came from Julie Giese, President of the NASCAR Chicago Street Race, about the importance of aligning strategic change with brand identity. She talked about how NASCAR leaned into innovation with the Chicago race series—bringing in new audiences without losing the soul of the brand. It was a great reminder that innovation isn’t about throwing everything out and starting from scratch. It’s about evolving with purpose. 

Several speakers also touched on the power of AI and automation, and how they can be used not to replace marketers, but to empower them. Rick Wion from Ingredion had a great line about how AI can “clear the noise” by automating routine tasks, so marketing teams can focus on more strategic work. As a sponsor working closely with marketing teams every day, I couldn’t agree more – AI should be a partner, not a panic button. 

Brand Matters Most in a Crisis 

Kary McIlwain from Lurie Children’s Hospital, addressed the significance of brand resilience during crisis. She outlined strategies for maintaining relevance, recognition, and customer loyalty amid economic and political uncertainties – which really hit home during this unpredictable period in America. She walked us through how their team maintained trust and relevance during some incredibly tough times, reminding us that your brand isn’t just your logo or your tagline—it’s how people feel about you when things get messy. 

This was especially relevant for anyone (like us) trying to build something sustainable in uncertain times. The takeaway? If your brand isn’t rooted in authenticity and purpose, it probably won’t weather the storm. Now’s the time to stress test your brand strategy—not after the crisis hits. 

From Data to Insights 

There was a lot of buzz around using data smarter, not harder. Lova Randrianasolo, Ph.D., from Loyola talked about shifting from data-driven to insight-driven marketing. It might sound subtle, but the difference is huge. It enables brands to move beyond analytics to understanding customer behavior and preferences. Meaning it’s no longer enough to track clicks and impressions—we have to be asking “what does this mean?” and “what do we do with it?” 

Julia Fedor from United Airlines added to this with a look at how her team attributes KPIs to real-world brand impact, especially towards digital transformation efforts. For us, it was a good gut-check: Are we helping our clients connect the dots between activity and value? Or just handing them more dashboards? 

Looking Ahead: It’s About Progress, Not Perfection 

If there’s one thing I walked away with, it’s this: future-proofing isn’t about having all the answers. It’s about staying curious, staying grounded in your brand’s core, and being willing to evolve thoughtfully. This will be the differentiator for success when looking at an uncertain future. 

As a sponsor, it was inspiring to be part of such a forward-looking community of marketers. There’s real value in stepping back from the day-to-day grind to share stories, ask questions, and remember why we do what we do. 

Looking forward to BrandSmart 2026 already. Until then – onward.