After years of crisis moments that left brand leaders struggling just to keep up, 2025 has been a chance to shine. Between technological leaps and companies looking for new ways to woo fragmented audiences, marketers are bravely rewriting their playbooks — because it seems the only risk is not taking a chance.

Our 2025 Brand Genius honorees stand out for their willingness to embrace new ideas and go places

their brands have never been seen before. Whether it’s a legacy brand reinventing its business model or a film director putting on a Hollywood-sized pitch for brand collaborators, these 11 marketing leaders are challenging the idea of what brands “should” do and charging forward, trusting their audiences to follow . —Eva Kis

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