Raja Rajamannar on the CMO Crisis and What Brands Need to Do About It
Does “brand purpose” — the notion of marketers expressing clear support for values like diversity/equity/inclusion as a way of demonstrating what a marketer stands for—still hold sway over consumers? In this moment of economic anxiety, aren’t price and performance the only things a brand needs to nail down?
It might come as a surprise that the brand with the tagline “priceless” is still looking at connecting with consumers around nebulous notions of empathy and experience.
Still, performance and branding are not either/or goals, says Raja Rajamannar, the chief marketing and communications…
The skinny
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