Is chasing growth numbers costing brands trust?

Marketing Dive's recap from Advertising Week cites a Lippincott and Bloomberg Media study arguing that as CMOs gain influence by owning growth numbers, brands may be losing trust outside the company. Not everyone on stage agreed. Estée Lauder's Aude Gandon said brand campaigns drive short-term sales too, and Bucherer's Carina Ertl said changing strategy every quarter does more damage than a performance focus. The piece also notes average CMO tenure is down 35% since 2010. Has the push for short-term numbers changed what you or your clients spend on brand work this year? — CMOs see their internal influence rising. Has it come at a cost? Marketing Dive — Peter Adams https://www.marketingdive.com/news/cmos-see-their-internal-influence-rising-has-it-come-at-a-cost/832335/

Is chasing growth numbers costing brands trust?

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