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A confusing time for mass brands
The Rebooting Show
Demand Favors Presence Over Brand
The current market dynamics on digital platforms revolve around a generic demand rather than specific brand loyalty. If a brand fails to establish its presence, competitors will quickly take its place. This environment incentivizes a reliance on performance marketing, which promises immediate results but can create dependency akin to an addiction. Both CFOs and CMOs are drawn to this model; CFOs appreciate the measurable returns, while CMOs find continual funding opportunities. This reliance on performance marketing can overshadow traditional branding efforts, especially in challenging times when brand leaders face scrutiny and blame for underperformance.
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