What the C-suite is planning may not be what marketers think

Brian Carruthers

The Financial Times updates a study that exposed a gap between the process of building brands and the C-suite’s understanding of that process.

Building successful brands takes time but short-termism is everywhere you look, from the C-suite’s focus on quarterly figures to marketers beguiled by the apparent efficiency of short-term activation. At first glance, you might even think the two are related – shareholder pressures on CEOs necessarily result in a marketing outlook that sees no further than three months ahead – but a 2019 study by the Financial Times revealed a more nuanced picture. It is not that the C-suite does not understand the value of brands but rather that it does not fully understand the process of building brands.

The Board-Brand...

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