E426 – Current & Critical – Mark Radha, Aligning Marketing and Finance: A Future Vision for CMOs
“Today, intangibles are the new raw materials that build brands. Back in the day, we used to rely on property, plants, and equipment, and all of those things were fabulous and important. But today, we’ve got things like patents and data, reputation, network relationships, and all these things which are the new ingredients driving organizational value.”
Mark suggests creating shared organizational KPIs to foster executive support as he reveals Strata Insights' approach to brand economics, which takes us beyond the surface of brands as mere advertising entities. As the industry buzzes with discussions on the importance of genuine customer focus, this spirited discussion also confronts the widespread frustration over the lack of brand accountability. This episode will help you understand the broader ecosystem of brand economics and how to generate real value.