Collisions YYC Mark Radha, Aligning Marketing and Finance: A Future Vision for CMOs
Apr 17, 2024
Mark Radha, Chief Brand Economist at Strata Insights, discusses the changing role of CMOs in aligning marketing and finance, emphasizing the need for cross-functional learning. Topics include brand economics, strategic resource allocation, balancing short-term decisions, credibility building, marketing in tech and healthcare, diverse business courses, and customer-centric approaches.
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Brand Economics Explained
- Brand economics blends finance, customer behavior, and market dynamics to understand where value comes from.
- It measures investment returns in brand and business beyond just visuals or logos.
Map Customer Journey to Value
- Trace outcomes back to customer behaviors and perceptions to understand value creation.
- Examine interactions shaping perceptions to optimize marketing and sales strategies.
Brand as an Ecosystem
- Brand is an ecosystem of visible and invisible elements that together create customer experience.
- Internal operations like culture, logistics, and HR strongly influence brand perception and value.