As 2026 unfolds, the long-running “brand vs. demand” debate is losing relevance. In her latest CMSWire feature, Scratch founder and CEO Lora Kratchounova brings together perspectives from nine marketing leaders to unpack how brand and demand have fused into the same growth system.
The piece explores why rigid budget splits have been abandoned in favor of more mature, sequenced strategies, how “brand blanding” is quietly eroding differentiation in AI-saturated markets, and what modern CMOs are doing to design marketing engines that compound over time rather than compete internally.
Read the full article on CMSWire.
