Faith Popcorn is a futurist to the Fortune 500, best-selling author, and renowned global speaker. The New York Times once dubbed her “the trend oracle” and Fortune has hailed her as the “Nostradamus of marketing.” On this episode of On Scope, she joins the show to give an exclusive look at what she believes the future of marketing will look like.

Along with host Mike Berberich, Faith discusses what brands commonly get wrong when thinking about the future, her views on the idea of an “AI apocalypse,” and her shocking prediction for what marketing will look like in ten years.

On “Research Roundup,” Mike sits down with Bill Zengel, SVP of business marketing at the ANA, to review “The Confident B2B Marketer,” a new research report that highlights the qualities that encompass a confident marketer, including the ability to accurately measure the financial performance of marketing efforts. Unfortunately, only 39 percent of marketers currently meet the standards of the confident marketer. Mike and Bill outline the ways in which the other 61 percent of individuals in our industry can join them.

Faith Popcorn is a marketing icon, but she’s not the only one. Brand Masters | ICONS brings together CMOs and brand leaders from Applebee’s, McDonald’s, Canva, YETI, Rocket Companies, and more to share how these enduring brands capture imagination and loyalty for long-term growth. Taking place May 18 to 20 in Los Angeles, Calif., this conference will provide the pathway to turning your own brand into an icon. Check out the full agenda and register by visiting www.ana.net/brandmasters.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

On the season two premier of On Scope, ANA CEO Bob Liodice returns to discuss the skills and traits that marketers will need in 2026 and beyond. Along with host Mike Berberich, Bob covers the reasons why he is optimistic about the future of marketing, despite growing concerns related to AI and the economy; why he believes brand building is the premier pathway to shareholder growth and how marketers can sell executives on the need for brand investment; the biggest challenge facing each aspect of the marketing industry in 2026; and one thing every marketer has to do in 2026.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discuss an op-ed by Mark Ritson on a phenomenon he dubbed “maximiniflation,” or the process in which brands maximize the price of their product while minimizing the size. The practice has growing consequences for brands, as consumers grow angrier and begin to hold businesses accountable with their wallets. Mike and Ryan discuss some alternative pricing strategies brands might consider instead of leaning into this unpopular trend.

If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.

In the season one finale of On Scope, host Mike Berberich and show producer Ryan Dinger reflect on some of the most valuable marketing lessons guests shared in 2025. From balancing short-term tactics with long-term brand building to navigating AI adoption and responsible marketing, you’ll hear valuable insights from former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more.

If your business wants real connection, then it’s time to partner with the ANA. Become an official ANA sponsor and you will connect with the brands shaping the future of our industry, from Google and Amazon to Meta and TikTok. You can learn more about the fantastic opportunities available to you by visiting www.ana.net/sponsorship.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.