Trust is one of the most valuable assets a brand can build. But how can CMOs turn trust into measurable commercial growth?
Join Brand Finance for the launch of the UK 250 2026 report at “The Trust Dividend: How CMOs Can Build Value in a Sceptical World”, in partnership with the CIM | The Chartered Institute of Marketing, featuring:
- Anne Josefine Stilling, Global Director Brand and Customer, @VodafoneGroup
- Antonia Wade, Global Chief Marketing Officer, @PwC
- Andy McQuillan, Chief Marketing Officer, Asset Management, @landg_AM
Moderated by Brand Finance’s Annie Brown, Managing Director UK.
Together, they'll discuss how today's CMOs can build trust, strengthen brand value, and translate credibility into commercial growth in an increasingly sceptical world.
Spaces are limited. Register your interest here: https://t.co/dV9P4eQfG9
#BrandFinance #BrandValue #Trust
I am not sure the American military establishment has fully grasped what Trump has actually done here. So let me spell it out in language even a Pentagon procurement officer can understand.
Europe has been buying American weapons at a staggering rate. In 2024 alone, US foreign military sales notifications to European countries hit $76 billion. Four times the European average since 2008.  F-35s, missile systems, air defence, ammunition. All of it American. All of it coming with decades of service contracts, maintenance agreements, spare parts, software updates and training programmes worth hundreds of billions more over their operational lifetimes.
Between 2020 and 2024, the United States supplied 64 percent of all European weapons imports. 
That is now over.
Europe has an $860 billion defence plan, and American contractors are being frozen out. The goal is 80 percent of all military purchases from European factories by 2030.  Airbus. Rheinmetall. KNDS. Saab. Leonardo. BAE Systems. They are about to receive the largest order book in the history of European defence industry. Because Trump made it politically impossible for any European government to keep writing cheques to Washington.
Some European governments have discussed worries that the Pentagon could remotely disable American F-35 fighters or impose restrictions on how US weapons can be used.  When your supplier is also threatening to annex your allies, that is not paranoia. That is basic procurement logic.
Trump set out to make America great again. He has succeeded magnificently. For Rheinmetall.
Gandalv / @Microinteracti1
Bizarre appointments made against official advice, zero growth in the economy in January and crippling electricity prices for British business. Welcome to the incompetent world of Britain's Labour government.
Starmer is simply an inept politician with his handling of the Mandelson affair, the shameful Chagos sell-out and lack of understanding of our allies in the Iran conflict, causing the trashing of our reputation abroad. Giving even cynical showmen like Macron space on the international stage is just one more humiliation.
Reeves has singularly failed in her first year and a half to produce any meaningful growth in the UK economy not least because she keeps taxing the sources of wealth. Since these taxes on business will be passed through to consumers, there is already inflation in the system before we feel the full shock of the Iran crisis.
All this is made worse by the economic act of self-harm of having industrial energy prices 40 to 50% higher than France and Germany and over four times higher than the US and Canada. Yet Miliband continues his ideological crusade blind to the fact that he is hobbling the competitiveness of British companies. And all the while unemployment rises to a five year high.
Yet Starmer, Reeves and Miliband, the three amigos of national catastrophe, are likely to inflict much more damage on Britain before the Labour Party has the courage to get rid of them...
Truly a national tragedy.
On political support, on practical support, on UK bases including Chagos, and on NATO the PM has consistently dropped the ball on defence.
The US won’t forget this.
Spineless cowardice by Starmer
He has humiliated UK on international stage & this makes him an even greater laughing stock
I’m sure the mad Mullahs are really impressed by his fence sitting navigation of “international law”, which they adhere to so much
This is not leadership
Defending our citizens and national interests globally is the responsibility of the government of the day. The lack of leadership displayed by @Keir_Starmer in abrogating this to the USA @realDonaldTrump with access to UK bases after the event is embarrassing
Starmer is saying sorry about Mandelson about every 3 minutes. So when will he say sorry about taking freebie clothes from Lord Ali, sorry about misleading the Waspi women, sorry for imposing the death tax on farmers, sorry for the last 2 budgets, sorry for council tax going up when he said it wouldn’t, sorry for taking the winter fuel payment away from millions of pensioners, sorry for not standing up for veterans, sorry for not stopping illegal immigration, sorry for raising employers national insurance when he said he wouldn’t raise national insurance , sorry for caning the pub industry, sorry for unemployment rising , and sorry for having more u turns than a plumber’s warehouse.
Sure. It won’t make any difference. I don’t have the time to make up for your inadequacies.
You have launched a fatwa on your loyal high paying customers for reasons best known to yourselves. I will have done six first class returns to NYC in the past year plus first class return to Sydney and numerous Nice-London business class.
Yet I still won’t be able to renew my GGL Group O status. If I don’t qualify who does? No matter. I have gold for life which means I can always use your lounges.
But instead of always travelling BA I will look for better more convenient deals with other airlines eg Nice to NYC direct, forget BA out of London.
Why you would treat someone like me like that baffles common sense. But BA, not me, will be the loser, especially if I decide to broadcast my experience to my 1.2m X followers and on Times Radio and Mail columns. At the moment you’re a case study in an historic British brand gone badly long. I might make it my business to explain and expose why. You’re interesting as a business case study in stupidity.
@britishairways
Sport is one of the most powerful drivers of brand growth today. Join Brand Finance, in partnership with @DP_World, for a Davos session exploring the commercial impact of partnering with major sports properties, with a spotlight on @F1 Formula 1.
The discussion brings together Dorothee Mathieu, Global Head of Brand, Partnerships & Sponsoring, @Allianz; Daniel van Otterdijk, Chief Communication Officer, @DP_World; Matt Dennington, Chief Commercial Officer, @McLarenF1 and Jill Kouri, Chief Marketing Officer, @hcltech, moderated by Alex Haigh, Managing Director, Brand Finance, to share insights on how brand strength, sponsorship, and sport combine to drive measurable commercial value.
Location: DP World House, Davos
Date: 21st January | 14:00–15:30 CET
🔗 Register: https://t.co/FyGQsDjM3Z
#BrandFinance #SportsBusiness #Formula1 #Global500 #Davos #BrandValue
iOS 26…. Why change the look? It’s awful @Apple really poor visually …. Wishy washy feel and look to it . You’ve lost clarity. Can you offer options to revert to previous look ?