{"id":3766,"date":"2022-10-11T01:11:01","date_gmt":"2022-10-11T05:11:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/10\/11\/how-to-build-a-better-brand-and-why-you-want-one\/"},"modified":"2022-10-11T01:11:01","modified_gmt":"2022-10-11T05:11:01","slug":"how-to-build-a-better-brand-and-why-you-want-one","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/","title":{"rendered":"How to Build a Better Brand \u2014 and Why You Want One"},"content":{"rendered":"\n

By Tim Galles, Chief Idea Officer, Barkley + Director, Whole Brand Project<\/em><\/p>\n\n\n\n\n\n

I\u2019m at that stage of my career where I no longer exchange simple pleasantries when I pass people on the stairs. There\u2019s no time \u2014 the world is on fire. I\u2019m not fine, thank you. These days, when people ask how I am, I say: \u201cBusy. I\u2019m starting a revolution. Join me?\u201d<\/p>\n\n\n\n\n\n\n\n

I\u2019ve also been quietly seething that so much of the marketing industrial complex still lives inside a box it built itself. It still lacks this simple understanding: a brand is not a logo or marketing or an asset to be dialed up or down. It\u2019s everything an organization does. Great brands, what I call whole brands, see every experience they create, from the inside out, as the brand. These brands build their behavior systems around beliefs that people recognize, choose \u2014 trust, even.<\/p>\n\n\n\n\n\n\n\n

What a great honor and responsibility post-2020, a volatile, ambiguous era where chaos rules and taunts us to tame it. Us, as in brand builders. Earth may indeed be aflame, but we are sitting on a solution: Brand trust has never been higher, as are people\u2019s expectations of brands.<\/p>\n\n\n\n\n\n\n\n

This is a moment. The world isn\u2019t waiting for the government and its policies to save it. It\u2019s looking for changemakers like you, dear reader. Like us. It\u2019s looking for good business. Business, as a force for good.<\/p>\n\n\n\n\n\n\n\n

These are the vital conversations I\u2019m having these days \u2014 thorough dissections of modern capitalism. I had such a discussion with Stephanie Wissink, managing director at investment bank Jefferies and a frequent research collaborator with my teammates at Barkley. In good company, we agree that the very role brands play in our society is shifting.<\/p>\n\n\n\n\n\n\n\n

\u201cStructured institutions are breaking down, leaving room for brands to rise up and carry a new responsibility, a new license based on trust in community conversations, bringing people together around passion causes, and providing escape and relief from an uncertain world,\u201d Wissink says for the record.<\/p>\n\n\n\n\n\n\n\n

I concur.<\/p>\n\n\n\n\n\n\n\n

Driven by purpose, whole brands grow faster, win more customers, and have stronger cultures than their competition. They understand that purpose is not just a marketing tool but an everything tool: change management, culture strategy, employee engagement, habit change, organizational transformation.<\/p>\n\n\n\n\n\n\n\n

This flip in brand thinking totally changes the game: When you begin to see your brand as every action it takes \u2014 from sustainability plans, culture, product and service innovation, design and experience and marketing \u2014 business gets better, stronger, more connected and coherent. Potent, even. Which is why whole brands also dominate the market and double the Standard & Poor\u2019s 500 index in market performance. They command a premium price among consumers. And the measurement framework we used to score these brands? It has the power to predict market performance with near 70 percent accuracy.<\/p>\n\n\n\n\n\n\n\n

In State of the Whole Brand 2022: How to build a Whole Brand \u2014 Right now<\/em><\/strong>, we share ideas from some of the world\u2019s most creative brand builders and newly ordained whole brand thinkers. We agree this is how to build a whole brand, in five easy steps:<\/p>\n\n\n\n\n\n

Invite your entire organization to own your brand \u2014 not just the marketing department.<\/strong><\/p>\n\n\n\n\n\n

\u201cA whole brand is one in which each function of the organization understands the role it plays in supporting the central tenants of the brand image,\u201d says Ian Fitzpatrick, global director of brand strategy and operations, New Balance. \u201cThat could mean the way Accounts Payable prioritizes vendors (or whether they use that phrase at all!), the way product is shipped . . . or how customer support is staffed.\u201d<\/p>\n\n\n\n\n\n

Establish a purpose everyone understands and believes in.<\/strong><\/p>\n\n\n\n\n\n

Niki King, head of sustainability at Unilever North America, describes it this way: \u201cWhole brands are those we can trust . . . The business is run efficiently and maximizes shareholder value. The company culture is one that allows employees to realize their individual purpose, yet creates an atmosphere of one team. It holds its suppliers to a high set of expectations. It provides a quality product or service. And, most importantly, it makes a positive impact in the world.\u201d<\/p>\n\n\n\n\n\n

Deliver an always-on creative brief to your entire organization, guided by a purposeful, core idea that guides every action your brand takes, inside and out.<\/strong><\/p>\n\n\n\n\n\n

\u201cOrganizations with beliefs activated by behaviors across their entire brand are better positioned than those with no sense of purpose,\u201d says David Gutting, creator of the Whole Brand Index and SVP of Strategic Projects at Barkley. \u201cBrands that rely on marketing or residual interest in their products or services have been, and continue to be, at a severe disadvantage.\u201d<\/p>\n\n\n\n\n\n

Practice and perfect brand culture by matching what you say inside your organization with what you share externally.<\/strong><\/p>\n\n\n\n\n\n

\u201cBelieve everything starts with your culture,\u201d says Eric Ryan, co-founder of method, OLLY, Welly and Cast. \u201cAt the end of the day, ideas are easy and execution is hard. And great execution is only going to be delivered by great teams and great culture.<\/p>\n\n\n\n\n\n

Measure what matters, balancing your brand\u2019s profit and performance with its impact on people, community and the planet.<\/strong><\/p>\n\n\n\n\n\n

\u201cWhole brands that have gotten it right embedded a legal commitment to stakeholders into their corporate governing documents, with meaningful legal accountability,\u201d says Bart Houlahan, founder of the B Lab. \u201cThey have baked purpose into the DNA of their operating system.<\/p>\n\n\n\n\n\n\n\n

This is how you build a trajectory to the right side of history as well as the future, where companies stay relevant, useful, competitive. This is how you become a brand the world needs, not just a transactional machine focused solely on shareholder profit.<\/p>\n\n\n\n\n\n\n\n

\u201cBrands become whole through the aggregation of expressions,\u201d Fitzpatrick reminded me in our last idea exchange. \u201cThis takes grueling, tedious, sustained effort over years. . . Almost no one will fully appreciate it as it\u2019s happening. Whole brands rarely earn their architects\u2019 glory. Settle in, this is going to take a while.\u201d<\/p>\n\n\n\n\n\n\n\n

But start soon. Today even. Capitalism is going to be with us for a while, so let\u2019s get better at it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Capitalism is going to be with us around for a while, so let\u2019s get better at it.<\/p>\n","protected":false},"author":7,"featured_media":3767,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nHow to Build a Better Brand \u2014 and Why You Want One | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build a Better Brand \u2014 and Why You Want One\" \/>\n<meta property=\"og:description\" content=\"Capitalism is going to be with us around for a while, so let\u2019s get better at it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-11T05:11:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"How to Build a Better Brand \u2014 and Why You Want One\",\"datePublished\":\"2022-10-11T05:11:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/\"},\"wordCount\":1022,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/09\\\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/\",\"name\":\"How to Build a Better Brand \u2014 and Why You Want One | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/09\\\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg\",\"datePublished\":\"2022-10-11T05:11:01+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/09\\\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/09\\\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg\",\"width\":1600,\"height\":900,\"caption\":\"Build your brand symbol. Businessman turns wooden cubes and changes the word 'build' to 'brand'.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-build-a-better-brand-and-why-you-want-one\\\/3766\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Build a Better Brand \u2014 and Why You Want One\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Build a Better Brand \u2014 and Why You Want One | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/","og_locale":"en_US","og_type":"article","og_title":"How to Build a Better Brand \u2014 and Why You Want One","og_description":"Capitalism is going to be with us around for a while, so let\u2019s get better at it.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/","og_site_name":"AW360","article_published_time":"2022-10-11T05:11:01+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"How to Build a Better Brand \u2014 and Why You Want One","datePublished":"2022-10-11T05:11:01+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/"},"wordCount":1022,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg","keywords":["Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/","name":"How to Build a Better Brand \u2014 and Why You Want One | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg","datePublished":"2022-10-11T05:11:01+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/09\/build-your-brand-symbol-businessman-turns-wooden-cubes-and-changes-picture-id1348247165.jpg","width":1600,"height":900,"caption":"Build your brand symbol. Businessman turns wooden cubes and changes the word 'build' to 'brand'."},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-better-brand-and-why-you-want-one\/3766\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"How to Build a Better Brand \u2014 and Why You Want One"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/3766","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=3766"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/3766\/revisions"}],"predecessor-version":[{"id":15234,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/3766\/revisions\/15234"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/3767"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=3766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=3766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=3766"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=3766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}