Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Measuring Brand Equity Like a Financial Asset
Episode 62 of The CMO Podcast. Lucas and Luna explore a quiet shift in marketing leadership: CMOs are adopting financial-style valuation models for brand equity. The conversation centers on a 2025 pilot by a Fortune 500 beverage company that used a discounted-cash-flow approach to estimate its brand as a 1.2-billion-dollar asset, influencing boardroom budget decisions. They discuss how this changes the CMO's role, the tension with quarterly reporting, and whether brand equity will eventually be required on balance sheets. Specific examples from the consumer-packaged-goods sector and a…
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