Everything has changed, nothing has changed
Five things we’ve observed in the past twelve months as our B2B clients – and our own business – have navigated the ups and downs of 2026, and what we think it means for 2027
Manasian&Co 
Manasian&Co It’s been a standout year.
We’ve been buffeted by geopolitical turmoil and the effects of climate change, and we’ve been getting our heads around what AI can – and can’t – do for us.
It’s getting easier to generate content, but harder to stand out
Homogeneity lies at the heart of a B2B brand problem. We marvel at new tools that can save time and effort, align content with brand guidelines, and produce material in ways that we couldn’t have imagined even a couple of years ago. But these tools also generate sameness – output that is competent and well-written, but not memorable.
Don’t let machines become the face of your company
The abundance of information, and misinformation, is making trust even more important. Edelman’s Trust Barometer 2026 tells us that people fear being left behind by technology and they fear disinformation.
The cost of brand neglect is only visible in hindsight
Faced with economic uncertainty and budget pressures, companies are becoming more cautious about committing budgets, making long-term decisions and investing in activities without an obvious return. There’s still plenty of ambition though – for AI, new products, new markets and transformed customer experiences.
The human side of the equation is losing out
AI increasingly occupies the space between businesses and their clients. Our clients are having to work out how their brand, expertise and points of view will surface when AI is deciding what information to show. Humans respond to emotion and connection, while AI looks for logic and structure. How do brands make sense to machines, and matter to people?
What felt new and different six months ago can feel same-y today
In this slightly chaotic world, strong brands are easier to choose because the risk feels lower. Kantar’s BrandZ index finds that, over the last 20 years, the world’s strongest brands have outperformed the S&P 500 by 53 percentage points.
Do our observations chime with your experience?
What are you seeing?
We’ll be updating this report as we continue to hear from clients, colleagues and contacts – we’d love to hear from you.
How is brand impacting your business?
If you’re wrestling with complexity – a story that’s got tangled, a brand that’s not pulling its weight, or an ambition that’s hard to track – we’d love to chat.
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