In increasingly crowded markets, strong brands are becoming a critical lever for differentiation and long-term commercial value. This session looks at how brands are building authority in fast-moving categories where attention is scarce and competitors move quickly. It closes with a look at measurement: the frameworks CMOs are using to connect brand strategy to commercial outcomes, and where standard brand tracking metrics fall short of what today's market actually needs. Key takeaways: - Approaches to building brand authority in crowded, fast-moving categories - Frameworks for measuring the commercial impact of brand strategy - Where conventional brand tracking falls short in today's market