Marc Umscheid

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Marc is a results-oriented marketing, sales and operations executive with a proven track record of building and executing strategic, profitable growth programs. He has a unique ability to turn complex issues into simple solutions, commercialize innovative solutions in stagnant markets and partner across all business levels, functions and partners to drive value. Marc’s track record includes offering safe and effective alternatives to traditional healthcare products, launching natural-based cleaning and healthcare solutions, rebranding environmentally challenged brands and implementing growth plans that over-deliver objectives.
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Recent Posts

The Contrarian Brand Play: Why Right Now Is the Best Time to Invest in Brand

The Contrarian Brand Play: Why Right Now Is the Best Time to Invest in Brand

Fri, Sep 18, 2026 | Posted by Doug Bell

 

Executive Takeaways

  • Most companies are cutting brand spend to fund rising paid acquisition costs. That is the wrong response.
  • Brand awareness now drives AI citations, and AI citations drive Day One shortlist inclusion.
  • Google's redesign of Search makes brand recognition more important; AI systems favor brands users already know.
  • The companies investing in brand while competitors pull back are building advantages at lower cost.

Part 4 of our four-part series on the evolving AI search landscape and what B2B leaders need to know to stay competitive.

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