Brand in 2026: Originality as the Last Remaining Moat

In 2026, the brands that break through won’t be the ones posting the loudest or optimising the hardest - they’ll be the ones that feel unmistakably themselves. The market is no longer oversaturated with content; it’s oversaturated with sameness. As performance plateaus and templated aesthetics collapse into category blur, originality is becoming the final moat. The next era of brand building will belong to those who treat identity as infrastructure, not decoration.