Mayur Gupta, CMO of Kraken: When the S**t Hits the Fan
Building Better CMOs and Marketing Leaders
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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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