Marketing professor Scott Galloway's claim that "the era of brand is over," sparked a healthy debate within the marketing community. While the landscape is changing, the idea that brand itself is obsolete is premature – if not mischaracterised. Join this session to explore the future of brand and unlock what science has revealed as the cheat code to its success. The discussion will address the challenges identified by Galloway and explore the role of culture within this frame as evidenced by an exemplar of a thriving and growing brand: e.l.f. cosmetics. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —