Let's Get Back to Brand
“I think that the value of long-term building of brands through creativity is often missing from the boardroom these days. I read a report recently that not enough CMOs know enough about brand-building any more, as they have focused so much on building data and technology stacks – so the art of how brands work and apply creativity is somewhat being left behind.
It’s a big challenge converting the language of creativity into the bottom line. I think that’s a massive part of the problem. And our recent CFO and CMO study highlights that not enough trust exists between the two functions, an issue that is growing even greater in this era of technological change.”
Partner, Global Brand & Marketing, EY