Highlights of a conversation among 20 of the world's leading CMOs and some special guests about the challenges, choices and compromises facing marketers in today's turbulent economic landscape.
. I’ve tried to capture the conversation not as a chronological play-by-play but considered as a whole. The unfiltered 2-hour conversation covered a lot of ground, most of which fell into four broad categories:1. On Marketing’s Moment
“Marketing is uniquely positioned to deliver optimism and needs to keep celebrating.” ~ Anton VincentThis is a new upside-down world that don't really understand how to navigate. I think where brands and people who run brands come in is to bring some normalcy to this. Brands have power. Brands can inspire and brands can get people through very tough situations.: People are looking for places of hope, bright spots, reprieve.
The drivers of brand growth don’t change because of macro-economic circumstances, and marketing remain a mix of ingredients, art, and science, either adding up to why people buy—or not. But economic pressures often increase a quarterly and short-term focus that can fly in the face of long-term brand health and, consequently, business growth.
· “There’s a difference between getting to the value of a brand and measuring the impact of brand marketing. They're two totally different things and we conflate them all the time.”“The role of the marketer isn’t just as storyteller but as truth seeker and truth teller.The role of the marketer isn’t just as storyteller but as truth seeker and truth teller.
· “The CFO and organization are impatient for short-term impact from long-term strategies. But the ‘brand vs performance’ conversation is getting in the way of both…the CMO/CFO relationship is far more adversarial than it needs to be.”
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