Why CMOs Are Killing The Brand Fund

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Sep 17, 2026 · 8m · transcript

Lucas and Luna dissect the controversial decision by major consumer brands to slash discretionary marketing budgets in favor of performance-driven spend. They examine the specific case of a leading beverage company that cut its brand awareness campaign by forty percent, resulting in short-term stock gains but long-term share erosion. The hosts explore the mechanics of this shift, the role of CFO pressure in Q three 2026, and why this strategy is creating a dangerous vacuum for competitors who maintain emotional connection with consumers. This episode offers a concrete look at how marketing…