Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How CMOs Price the Unpriced Brand
In episode 172 of The CMO Podcast, Lucas and Luna dig into one of marketing's most awkward questions: what is a brand actually worth? They unpack the rise of brand valuation in the boardroom, from Interbrand's annual ranking to the CFO's sudden interest in intangible assets. The conversation centers on a concrete case: how a mid-size B2B software company used a third-party brand valuation to reset its internal budget conversation and win a 15 percent increase in marketing investment. Lucas walks through the mechanics — how valuations blend financial forecasts, role in purchase…
The skinny
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