Summary
B2B CEOs increasingly recognise that brand building drives long-term business growth, not just marketing performance. The article explores how leadership attitudes shape investment in brand strategy, highlighting the importance of reputation, trust and differentiation in competitive markets. While some executives prioritise short-term sales and measurable returns, others understand that consistent brand investment can strengthen customer relationships and support future demand. Marketers must demonstrate brand value in commercial terms, connecting awareness and preference to business outcomes. By engaging CEOs in strategic discussions, marketing leaders can secure stronger support for brand building and align marketing activity with broader organisational objectives.
Marketing Week
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