As we look ahead to 2026, a strong consensus is emerging in the communications world: building brand awareness  is the foremost objective. Recent data reveals that 58% of agency teams  and 50% of in-house communications professionals  are placing brand building at the top of their agendas. However, their tactics vary— nearly half of agency experts (47%)  are driving earned media placements , while 47% of corporate teams  are zeroing in on managing and protecting reputation .

As the worlds of fashion, sports, and hospitality converge, an exciting new trend has taken hold: branded luxury hospitality . Pioneered...