Mayur Gupta, CMO of Kraken: When the S**t Hits the Fan
Building Better CMOs and Marketing Leaders
Balancing Brand Perception and Consumer Expectations
The chapter explores the importance of aligning brand perception with consumer expectations to avoid negative outcomes, using a cautionary tale from AOL's history as an example. It emphasizes the challenge faced by CMOs in balancing brand building with short-term performance marketing goals, highlighting the correlation between a strong brand and increased revenue lift. The discussion also touches on the evolving marketing landscape, emphasizing the need for marketers to demonstrate the link between brand and performance for long-term success.
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