Brands That Move People: What It Actually Takes

On this panel presented by MarketCast, Lana Busignani, Chief Executive Officer at MarketCast, joins Jim Mollica, President, Luxury Consumer Audio & Chief Marketing Officer at Bose to discuss how the audio company is building its brand around people’s connection to music. Jim explains why emotion leads the story, how Bose chooses artists and creators, and what it takes to earn support for long-term brand investment.

In this episode of Uncommon Thinking, live at Advertising Week New York 2026, we explore how those choices translate into content, customer relationships and measurement. From using AI for production variants to developing music programming through Bose’s studio, the conversation examines how a brand can demonstrate what it stands for while remaining accountable to business results.

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