According to Autodesk’s CMO Dara Treseder, brand marketing should prioritize authenticity and consistency to ensure a company’s long-term success. She emphasized that courage is also vital for building consumer trust.

Treseder explained that brands need “stick-to-it-ness” and a strong purpose and value to foster deeper emotional connections with customers and stand the test of time. She cited Autodesk’s long-standing commitment to sustainability as an example. Autodesk develops software for diverse sectors like entertainment, infrastructure and design.

Treseder made these remarks at a TIME100 Talks event in New York City on November 18, 2025. She was part of a panel discussion with Katy Milkman, a professor at the Wharton School of Business, and Nuno Leal, EY Studio+ America Marketing Practice Leader at Ernst & Young LLP (EY). The panel was moderated by TIME executive editor Nikhil Kumar.

Treseder also stated that authenticity, or the alignment of words, beliefs, and actions, is crucial for maintaining customer trust.

Milkman, a behavioral economics expert, supported Treseder’s claims with statistics, noting that consumers value brand consistency, especially when combined with relatable and impactful stories.

Milkman emphasized the importance of narratives and relatable figures within those narratives. She added that consumers are more likely to remain loyal when they connect with a company’s story and witness how it has positively impacted others.

Treseder pointed out that authenticity places significant responsibility on brands like Autodesk, referencing a June report that showed a surge in trust towards brands. The report indicated that 80% of people trust the brands they use, exceeding trust in traditional institutions like media, government, and employers.

Panelists also highlighted the transformative impact of artificial intelligence and the need for brands to adapt. Leal argued that the desire for consistency shouldn’t prevent brands from taking calculated risks. He cautioned that avoiding marketing risks could hinder progress.

Leal shared an anecdote about an executive at a major company who reacted negatively to the mention of AI.

Leal warned that a reluctance to take risks could lead to a bland brand identity. He believes that the biggest risk is not taking any risks at all.

The panelists agreed that companies shouldn’t solely rely on AI and new technologies. Instead, they should integrate AI to enhance human creativity and authenticity.

Milkman cited research indicating that relying solely on AI can lead to poorer decisions compared to having a mentor or coach involved. However, combining AI with human guidance yields the best results. She suggested fostering a social environment around these tools to promote collaboration and community.

The panel concluded with predictions about the future of brands and marketing in five years. The panelists believed that brands will maintain their cultural significance if they leverage AI effectively.

Leal emphasized the importance of elevating brands within organizations while preserving human creativity.

TIME100 Talks: Culture, Choice, and Change—Empowering Consumers was presented by PMI U.S.

“`