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

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...

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