In 2026, brand is no longer a marketing budget line — it is a balance-sheet issue with direct implications for enterprise valuation, competitive positioning, and capital allocation. As AI accelerates product commoditization, brand has become the last durable competitive moat available to most enterprises. This post outlines why CEOs and boards must own brand strategy, how to measure brand ROI in boardroom terms, and how leading companies are integrating brand into M&A, talent, and investment decisions.