Sunday, March 26, 2023

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    The Long, the Short and The Missing Middle

    A recent survey from Deloitte found that CMOs are 60% less likely to prove the value of brand marketing quantitatively, and only 6.3% use brand equity metrics. While sales and revenue are measured regularly, brand is ad-hoc. Yet, marketers are under pressure, as 58.7% of CMOs report demands from their CEO to prove the value of marketing1. As a result, brand advertising is the only category of marketing investment where growth is now declining following the pandemic.

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