Jan 15, 2026
Movement Towards Orchestration.
Published in Transform Magazine, Jacquelien Brussee, managing partner at Jibe shares her predictions for 2026.
Publication
Transform Magazine
Thought Piece
Predictions for 2026
2026 cements the shift from messaging to orchestration.
The brands that break through aren’t just running better campaigns. They build brand gravity by creating systems people actively choose to belong to, spanning community, commerce, conversation and collaboration.
This requires an operational-model reset: most brands still lead with messaging layering ‘culture’ on top, but this logic is backward. Cultural salience is earned when brands change behaviour, not just perception. Value now comes from what brands enable, not what they claim.
This extends to brand design as well, becoming more human, textured and participatory, as a counterweight to AI-driven polish.
In China, this shines through community-led commerce, where brands embed into daily rituals, via utility and participation, creating pull that outperforms rivals. In 2026, we see this approach become non-negotiable.
This article was first published on Transform Magazine here.
Jan 15, 2026
Movement Towards Orchestration.
Published in Transform Magazine, Jacquelien Brussee, managing partner at Jibe shares her predictions for 2026.
Publication
Transform Magazine
Thought Piece
Predictions for 2026
2026 cements the shift from messaging to orchestration.
The brands that break through aren’t just running better campaigns. They build brand gravity by creating systems people actively choose to belong to, spanning community, commerce, conversation and collaboration.
This requires an operational-model reset: most brands still lead with messaging layering ‘culture’ on top, but this logic is backward. Cultural salience is earned when brands change behaviour, not just perception. Value now comes from what brands enable, not what they claim.
This extends to brand design as well, becoming more human, textured and participatory, as a counterweight to AI-driven polish.
In China, this shines through community-led commerce, where brands embed into daily rituals, via utility and participation, creating pull that outperforms rivals. In 2026, we see this approach become non-negotiable.
This article was first published on Transform Magazine here.
Jan 15, 2026
Movement Towards Orchestration.
Published in Transform Magazine, Jacquelien Brussee, managing partner at Jibe shares her predictions for 2026.
Publication
Transform Magazine
Thought Piece
Predictions for 2026
2026 cements the shift from messaging to orchestration.
The brands that break through aren’t just running better campaigns. They build brand gravity by creating systems people actively choose to belong to, spanning community, commerce, conversation and collaboration.
This requires an operational-model reset: most brands still lead with messaging layering ‘culture’ on top, but this logic is backward. Cultural salience is earned when brands change behaviour, not just perception. Value now comes from what brands enable, not what they claim.
This extends to brand design as well, becoming more human, textured and participatory, as a counterweight to AI-driven polish.
In China, this shines through community-led commerce, where brands embed into daily rituals, via utility and participation, creating pull that outperforms rivals. In 2026, we see this approach become non-negotiable.
This article was first published on Transform Magazine here.