Posted by Here’s What Went Wrong and What Not to Do in 2026
It’s the inevitable time of year to look back and take stock of what worked in the marketing realm during 2025 and what didn’t. From going viral at all costs to overdoing content, chief marketing officers weigh in on 2025’s most overhyped trends. Lessons learned. Don’t repeat these in 2026.
Chasing Every Trend.
Andy Rebhun, Cava’s CMO and chief experience officer, put it clearly. “Not every meme, sound, or platform deserves a brand’s attention—even if it’s trending.” Brands that will win in 2026 are the ones that “stay anchored in long-term goals and know when to enter the conversation with intention, not impulse.”
As George Felix, CMO of Chili’s, pointed out, consumers know immediately when something feels forced. “Relevance doesn’t come from doing everything,” he said. “It comes from doing…things in a way that feels unmistakably like your brand.”
Lesson learned? Don’t focus on going viral at all costs. Ferrara CMO Greg Guidotti calls this thinking a fool’s errand. He says what matters is staying true to the brand and showing up in ways that feel authentic and relevant to your customers.
Going Too Big.
Duolingo CMO Manu Orssaud says there’s a misconception in the industry that producing more content automatically leads to greater relevance. “In reality most people scroll past anything that feels generic.” He advises that content resonates with consumers when it feels authentic and carries the unique signature people naturally associate with your brand.
Lesson learned? Be intentional and make your content count. As Josh Hackbarth points out, CMO of MGA Entertainment, stop trying to get on every single platform all the time, especially with the same content. “Every platform is very, very different.” He warns that trying to be everywhere and everything to everyone waters down your brand identity and undermines your marketing objectives.
Using AI as a Marketing Magic Wand.
Andrew Fried, the commercial owner and CMO of Mint Mobile, puts it clearly. “People are talking a lot about AI as the strategy. But AI isn’t the strategy. AI is a means to an end.” He emphasized how AI can be used to move faster, work more efficiently, or broaden creativity, but should not be substituted as an end-all or replacement to solid brand building.
Kristyn Cook, CMO of State Farm, believes the notion that AI can replace creativity is flawed. While it can be used to boost the “scientific side of marketing,” she notes that the true strength comes from balancing AI’s contributions with human connection. “If your creativity doesn’t grab attention or stop the scroll, none of it matters.”
Lesson learned? Don’t depend on AI to replace human creativity and connection.
This article continues with more marketing trends of 2025 to avoid here.