One-third of CMOs ‘Struggle’ With Managing Their Brands Globally, Says Gartner
Though the vast majority of chief marketing officers regard “brand” as a “critical driver of buyer behavior” for keeping existing customers, 35 percent “struggle” with managing a global brand and view that as their top professional challenge, said Gartner Monday.…
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It canvassed nearly 400 CMOs in the U.S., Canada and U.K., May through July, and found many also expressed “frustration about keeping the brand relevant and aligned to the changing needs and interests of their target audiences,” it said. “Brand relevance and resonance can be extremely fluid based on a polarized marketplace, new disruptive business models and ever-changing consumer requirements,” said Gartner. Marketers are also challenged “with accurately tracking their brand investments,” it said. “Despite technology advancements and the creation of more sophisticated attribution models, not every brand expenditure can be precisely valued.”