Pure Storage became Everpure earlier this year, marking the culmination of more than a year of work and a broader effort to reposition the company beyond its roots in enterprise storage. According to CMO Lynn Lucas, the company concluded that its brand no longer reflected the business it had become. She recently spoke with Chief Marketer about the company's rebrand, how AI is changing marketing and why trust remains a critical differentiator in B2B.

RCS messaging delivers more engagement and conversion for FragranceNet. It’s just more expensive, said David Janecek, Director of Marketing Email and SMS for the perfume retailer. Read how the company weighs the cost and remains efficient.

When your team loses during the FIFA World Cup, pet care brand Chewy has a dog available to cuddle up and support you. That’s the idea behind the retailer’s Cuddle Shuttle, which is touring Miami this month stocked with emotional support dogs on board for fans to embrace. We spoke with Marie Curti, Head of Partnerships at Chewy, about the strategy behind the campaign.

“AI is great at pattern recognition and surfacing what is common, but in brand marketing we want to break from that,” says Stephen Shultz, Vice President of Brand Marketing at First American. “It takes our creative people to figure out the right disruption to that pattern.” In a new report from the CMO Council, Shultz describes how the company uses AI for original marketing.

Lastly, according to the 2026 Gartner CMO Spend Survey, the shift toward consumption-based martech solutions is here to stay. We review the highlights of the report, including insights on increased paid media spend and AI maturity.

Until next week,