Must we reinvent the wheel? Shouldn’t we stick by the 4Ps? Have we lost sight of what makes a brand stand out? Can we remain focused in an increasingly complex world? Will the brands of the future require different marketing methods? In this panel, we take a step back and assess the principles of marketing for our complex, modern world. - Do fundamental marketing principles still apply to the modern path to purchase? - Are we at risk of overcomplicating marketing – do we need to go back to brand basics? - How are marketers at the world’s biggest brands thinking about marketing? - What can we learn from innovative scale-ups and digital-born brands? - What are the key traits of effective and cost-efficient media and marketing campaigns now? - How can brand-building and performance activity help us to get the best out of our brands? - Should our strategies for developing brand identity and awareness change for a modern era? - Should trust, purpose and ESG play a bigger role in the modern fundamentals of marketing? - Do we have the right skills to meet modern marketing demands?