The Anti-Average Playbook — A CMO conversation on building brands that actually stick - Activate Summit 2026

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The Anti-Average Playbook — A CMO conversation on building brands that actually stick

Priya Gill • Chief Marketing Officer at Iterable

Ben Carter • Chief Customer, Marketing Media Officer at Carwow

Putting customers first is a familiar ambition—but in practice, it often falls short.

In this panel, marketing leaders unpack the gap between intention and execution, sharing how they’ve moved beyond rhetoric to build strategies that genuinely reflect customer needs. The conversation will explore how leading brands define a clear business identity, make smarter trade-offs, and embed customer thinking into everyday decisions.

From aligning teams to challenging internal assumptions, this session focuses on how to turn customer promises into tangible, measurable outcomes that drive real growth.