[CMO emo guide column] (1): Cultivate "heartbeat preference", win today must win in the past

WARC and Wavemaker Weimai China jointly launched the "CMO Not Emo Guide" column. Through a series of manuscripts, it explores how brands can seize the best time for speeding when the market is moving slowly, and how marketers can make greater use of them. The key value and energy, what kind of forward-looking insights and thinking are needed to do this. This article discusses how it is not so easy to obtain growth, and how brands can create "preferences" to make consumers prioritize them.

After the economic slowdown and the decline of consumer wealth, front-line marketers began to have a personal experience: it is not so easy to obtain growth, the dividend of traffic has peaked, and new marketing methods have been tried, but what can be done The resulting returns are often unsatisfactory. Whether it is worth continuing to increase traffic to obtain traffic has become a question that brand managers need to seriously consider.

In times of economic slowdown, there is always one cry lingering in the minds of CMOs and marketers, that is: don't stop investing in brand communication. Keeping the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands