Kantar BrandZ 2026: A conversation with Jonathan Adashek, SVP, Marketing and Communications, IBM

Kantar BrandZ 2026: A conversation with Jonathan Adashek, SVP, Marketing and Communications, IBM

From Future Proof by Kantar & Saïd Business School, Oxford University

May 21, 2026 · 25 min

About this episode

The episode features a discussion on brand strategy and growth in the context of AI and economic challenges with Jonathan Adashek from IBM.

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Host: Martin Guerrieria

Guest: Jonathan Adashek

Topics covered

  • AI
  • brand strategy
  • marketing
  • economic uncertainty
  • growth
  • decision making

Keywords

  • Kantar BrandZ
  • AI
  • marketing
  • brand growth
  • economic uncertainty
  • decision making

Mentioned in this episode

Organizations: IBM, Kantar BrandZ, Kantar, Saïd Business School, Oxford University

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