MTM Forum: Building Brands People Believe In
Hosted by LinkedIn on November 5, 2026
In a world of endless content, fragmented attention and rapidly evolving technology, reaching people has never been easier — but earning their trust, participation and loyalty is another matter.
Join Marketers That Matter for an in-depth, candid conversation with Heather Freeland, Chief Brand Officer at LinkedIn, along with other marketing executives to explore what it takes to build brands people genuinely believe in. We’ll examine how brands are earning credibility, creating cultural relevance and inviting customers, creators and communities to participate in the brand while continuing to evolve for new audiences.
Drawing on LinkedIn’s own brand evolution as well as perspectives from across industries, the conversation will explore how marketing leaders are rethinking influence, community and relevance.
Designed for senior marketers and their teams, the Forum combines strategic perspective, candid CMO insights and practical ideas attendees can bring back to their organizations.
During this Forum, you’ll hear about:
- Building Brands People Believe In
How brands earn trust and authentic connection when content is abundant, AI is reshaping how it is created, and credibility is increasingly valuable. - From Audience to Active Participant
How creators, customers, communities, partnerships and culture are changing brand building and why reach alone is no longer the same as influence. - Reinventing Brands for New Audiences
How established brands stay relevant and reshape perceptions, including LinkedIn’s efforts to engage new generations and expand its role in culture, community and everyday life. - Future-proofing Yourself and your Marketing Organization
What CMOs increasingly expect, how AI is changing teams and capabilities, and the career pivots and leadership lessons that have shaped their own journeys. - Lessons from the top: career pivots and leadership decisions
Real-world perspectives from senior leaders on navigating change, making pivotal decisions, and evolving as a marketing leader.
Speakers
- Heather Freeland, Chief Brand Officer, LinkedIn
- Kathy Hollenhorst, Chief Community Officer, Marketers That Matter (Moderator)
- Additional speakers to be announced
Agenda
2:00–2:30 PM Arrivals & Networking
2:30–3:45 PM CMO/Executive Panel Discussion
3:45–4:15 PM Speaker-Led Breakout Discussions
4:15–4:30 PM Wrap-Up & Final Thoughts
4:30–5:30 PM Social Hour
