Proving Brand Worth: Key Insights for CMOs

In today’s dynamic marketplace, Chief Marketing Officers (CMOs) are under increasing pressure to demonstrate the tangible value of their brands. I recently read How CMOS Can Prove Brand Worth via the Forbes contributor network and it got me thinking, as the marketing and business landscape evolves, understanding how to effectively convey brand worth becomes essential. Three critical themes emerged in this article - experience satisfaction, message memorability, and share of culture. I thought it was worth exploring more to share my own thoughts around showcasing consistent brand worth as a marketing leader.

Experience Satisfaction

At the heart of brand loyalty lies the customer experience. CMOs must prioritize creating exceptional experiences that resonate with consumers on a personal level. This means not only meeting but exceeding customer expectations at every touchpoint. Brands that invest in understanding their customers' needs and preferences can tailor experiences that foster loyalty and advocacy. I experienced this last winter when we took on a UX project for a Canadian-based clothing retailer that had moved to the ecomm space during the pandemic. The pivotal moment for us where we started to see sales grow and customers returning was with our personalized marketing strategy.

Utilizing data analytics to gain insights into customer behavior can help brands personalize interactions, making consumers feel valued. When customers perceive a brand as being genuinely attentive to their needs, satisfaction levels rise, leading to repeat business and positive word-of-mouth. Ultimately, satisfied customers become brand ambassadors, amplifying the brand's reach and credibility.

Message Memorability

In a saturated market, capturing attention is more challenging than ever. CMOs must focus on crafting messages that are not only engaging but also memorable. This involves leveraging storytelling techniques that resonate with the target audience, making the brand's message stick in their minds. Let’s cut out the BS though - what does this really mean? It means delivering a consistent message in a way that resonates with our audience, on the platforms they are engaging on. We always encourage our clients to craft a message as a baseline, and then determine what content formats to share it in, across the mediums available - a reel, a static post, an email, a blog.

Memorable messaging often involves emotional connections. Brands that can evoke feelings—whether through humor, nostalgia, or inspiration—tend to leave a lasting impression. Additionally, consistency across all platforms and touchpoints reinforces the brand identity, ensuring that the message is easily recognizable and recalled by consumers. A memorable message can significantly enhance brand recall, influencing purchasing decisions and fostering loyalty.

Share of Culture

Today’s consumers are not just looking for products; they want to engage with brands that reflect their values and beliefs. CMOs can prove brand worth by aligning their messaging and initiatives with cultural trends and social issues. This “share of culture” approach allows brands to become part of the conversations that matter to their audience. The Forbes article mentions that share of culture involves bringing our audience into the discussion, rather than talking at them.

By actively participating in cultural dialogues, brands can demonstrate their relevance and commitment to societal issues. This could involve supporting sustainability efforts, championing diversity, or engaging in community initiatives. When consumers see a brand that stands for something beyond profit, they are more likely to connect with it on a deeper level. This connection not only enhances brand loyalty but also builds a community of passionate advocates who share the brand’s values.

As the role of CMOs continues to evolve, proving brand worth becomes increasingly critical. By focusing on experience satisfaction, message memorability, and share of culture, CMOs can effectively demonstrate the value of their brands in a meaningful way. Ultimately, brands that prioritize these themes will not only thrive in the competitive landscape but also create lasting relationships with their customers, ensuring sustained success in the long run. 

The one thing this article didn’t talk about enough was data! Today’s CMO is more of a growth leader - someone who uses data to make decisions that will impact the funnel, drive users through the journey and build them into loyal brand advocates. By embracing this final piece of the puzzle - and getting uncomfortably close to the data - CMOs can turn the challenge of proving brand worth into an opportunity for growth and connection in a rapidly changing world.