Brand Leadership & CMO

A martech stack rarely grows to plan. It grows because every year one more tool arrives that solves a real problem, and because almost nobody asks what gets switched off in return. After a few years you are looking at a landscape no single person can describe in full, and at contracts that quietly keep…

Marketing mix modeling has moved back from a niche into the boardroom discussion, and the reason is less methodological than political. Since the attribution of single clicks became unreliable, every marketing lead is looking for a number that survives a conversation with the management board. The model delivers such a number. It just does not…

First party data has moved from a topic for the IT department to a question of brand leadership in only a few years. The reason is unglamorous. The borrowed routes to the customer are getting more expensive and less reliable, while the owned ones stay. A brand that knows who buys from it negotiates differently,…

Brand valuation is one of the few exercises in marketing that ends with a single number. That is exactly what makes it so attractive and so dangerous. Attractive, because a number works in rooms where arguments about meaning do not. Dangerous, because a number creates the impression that the matter is now understood. What brand…

Brand equity is the slide most boards turn past fastest. The figures are there, the curves point upward, and not a single question comes back. That is rarely the fault of the data. It is that nobody established beforehand which decision these numbers were supposed to support. Why brand equity fails in board reporting Whether…

Anybody planning an in-house agency starts with the same sum: what the agency costs, what an internal team costs, where the difference sits. The sum usually works out and still points the wrong way, because it does not describe the actual problem. The reason companies go in-house is rarely price. It is the speed at…

Brand leadership is regularly mistaken for campaign work. Campaigns are visible, they have a deadline and a budget. Brand leadership has none of that. It is the sum of many small decisions that look unremarkable one by one and together determine whether a brand is still a brand in five years. In a lot of…

Marketing metrics are plentiful. The four numbers leadership actually needs, and how to measure brand quality through category entry points.

Brand and sales do not clash out of character. They are measured on different timelines. How to make the friction productive.