Why it’s still hard to sell brand investments to the management team | Letter to CMOs in complex B2B vol 8, 2026
We put “Leadership teams' new revitalized focus on positioning” as a strength on our SWOT analysis, impacting marketing departments and marketing leaders in complex B2B.
Now, as we approach the half-year mark and get closer to the new budgeting and planning season, this has surfaced from a new perspective: How to secure sufficient investment in brand building?
We know that brand as a topic is on the management team's agenda.
Multiple studies prove that a great brand correlates with great business performance. Even in B2B.
Why is it still hard to sell brand investments to the management team?
