Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The future of brands: the long and short of it?', David sits down with Fernando Machado, previously CMO at Burger King, Restaurant Brands International and Activision Blizzard.

Fernando discusses the need for marketers to gain credibility by delivering results in the short term in order to be free to deliver on the brand for the long term.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?