By: Rami Rihani, Group Chief Marketing & Communications Officer, Alsulaiman Group

The unfinished work that will shape 2026.

Growth in 2026 will not come from doing more of what has already worked. It will come from finally doing the work brands have delayed for too long.

For past couple of years, marketing success was driven by familiar playbooks—proven channels, predictable audiences, and safe storytelling. That era is close to an end. Attention is more fragmented and incremental optimization no longer delivers meaningful returns. The brands that move forward in 2026 will be those willing to confront their unfinished work and invest in what truly differentiates them.

One of the most critical evolutions ahead is how brands balance acquisition and retention. Sustainable growth depends on treating them as interconnected, not competing, priorities. Acquiring new customers remains essential, but doing so without a clear strategy to engage, retain, and grow their lifetime value is no longer viable. At the same time, meaningful investment in existing customers—through better experiences, relevance, and ongoing value—creates momentum that fuels smarter, more efficient acquisition. Marketing’s role will expand from driving volume to driving quality: long-term relationships, loyalty, and advocacy.

Another reality brands must confront is the end of channel certainty. The platforms and tactics that delivered results in the past cannot be assumed to perform in the future. In 2026, marketers will need to test new channels deliberately, guided by where attention and culture are moving—not simply where budgets have historically flowed. This requires a willingness to experiment, learn quickly, and accept short-term inefficiencies in service of long-term relevance. Winning brands won’t try to be everywhere; they will focus on showing up meaningfully in the places that matter most.

Brand storytelling remains unfinished work as well. In an environment saturated with content, generic narratives disappear instantly. In 2026, brands must continue sharpening their point of view—clarifying what they stand for, what makes them distinct, and why they matter now. Storytelling is no longer about saying more; it’s about saying the right things with consistency, conviction, and cultural awareness.

As marketing moves into 2026, its role will continue to shift—from execution engine to true growth partner. Competitive advantage will not come from louder campaigns or broader reach, but from clarity, focus, and the willingness to do the work that has been postponed for too long. The brands that win will be the ones that stop chasing comfort—and start finishing what they began.