Brand growth vs brand purpose However, marketing teams can often be hesitant to bring in new, experimental marketing strategies – particularly when marketing budgets are so often at risk. According to the CMO Survey, when profits fall short of expectations, 53.1 % of company executives focus on cutting expenses, with marketing expenses cut 45.4 % of the time. Perhaps because of this, marketing executives are often having to prove value and brand growth. The survey finds that 70.6 % of marketers are focused on short-term impact rather than long-term gains, while 47.1 % are returning to established strategies.

Two thirds of UK adults say they boycott brands that have lost their trust

Seven out of 10 marketers are focused on short-term impact rather than long-term gains

Source: YouGov