May 2025 - Page 2 of 3 - Branding Strategy Insider

Branding Is More Than Communication

May 19, 20254 min

The 2025 CMO Survey, conducted annually by Deloitte, The Fuqua School at Duke University, and the American Marketing Association, was published recently. While the survey offered some good news for marketers, concluding that marketing’s role in organizations has broadened and marketing’s influence has increased modestly over time, a deeper analysis of the survey results reveals some problems, especially for marketing’s contributions to brand building, growth, and profitability.

by Martin Ducharme

Brand Management

Have Brands Lost The Real “Why”?

May 15, 20253 min

In 2009, Simon Sinek delivered an inspiring TED talk, “How great leaders inspire action.” Viewed more than 65 million times, it was the inspiration for the famous book “Start With Why” and the popular quote: “Customers don’t buy what you do, they buy why you do it.”

by Walker Smith

Advertising

Advertising Works By Changing Reference Points

May 14, 20256 min

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful.

by Walker Smith

Brand Management

Brand Management Considerations For Anti-American Sentiment

May 13, 20252 min

There has been considerable hand-wringing recently about the decline in global stature, anti-American sentiment, and boycotts of U.S. brands, all stemming from tariffs and the disruption of international trade. Which got me thinking, haven’t we infuriated the rest of the world before? U.S. foreign and economic policies have not always had a bandwagon effect. So, what might we learn from prior episodes of swimming against the global tide?

by Joan Kiddon

Chief Marketing Officer

The CMO Role Needs A Rebrand

May 12, 20258 min

This is yet another milestone moment for marketing and brand management. Why? Because the pages of our business press report that many well-known brands are in trouble due to brand management mismarketing. There are multiple reasons for the marketing infractions. One serious issue is the state of the CMO role. And, the state of the CMO role is fraught. To exacerbate the CMO miasma, there is the sense that many CMO candidates have never been...

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