How CMOs Balance Brand Integrity and Bravery

Leading With Confidence CMO Series

Report by Kelsey Voss  | Dec 20, 2024
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Executive Summary
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Table of Contents
Executive Summary
Leading CMOs share insights on brand bravery
EMARKETER Interviews
Sources
Media Gallery
About This Report
CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.
Topics
Marketing Spending
Senior & C-Level Executives
United States
Table of Contents
Executive Summary
Leading CMOs share insights on brand bravery
EMARKETER Interviews
Sources
Media Gallery

We interviewed marketing executives Matt Duffy from Pixability, John Jorgenson from Cambium Learning Group, Jenny Wall from VideoAmp, and Michael Welts from Wasabi Technologies to understand how CMOs are mastering brand bravery and cutting through the noise. They shared their strategies for launching innovative and bold campaigns, handling potential backlash, and measuring success.

Key Question: How can CMOs make successful, bold marketing moves to stand out without compromising brand integrity?

Brand Building Is the Most Important Marketing Strategy for Marketers Worldwide (% of marketers worldwide, May 2024)
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Key Stat: Boldness and bravery are essential for brand-building, which is the most important growth strategy for 87% of marketers worldwide, per McKinsey & Company.

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    Table of Contents

    1. Executive Summary
    2. Leading CMOs share insights on brand bravery
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    Brand Building Is the Most Important Marketing Strategy for Marketers Worldwide (% of marketers worldwide, May 2024)Brand Attributes That Are Important or Deal Breakers to Consumers Worldwide in the Brands They Buy/Use, April 2024 (% of respondents)
    Perceptions of US B2B Marketers Toward B2B Ads That They See, by Frequency, Jan 2024 (% of respondents)Actions US CMOs Say Their Company Has Taken to Increase the Trust of Their Brand in the Face of Privacy Concerns, Feb 2022 & Sep 2024 (% of respondents and % change)

    Interviewed for This Report

    Matt Duffy
    Pixability
    CMO
    Interviewed October 11, 2024
    John Jorgenson
    Cambium Learning Group
    CMO
    Interviewed November 1, 2024
    Jenny Wall
    VideoAmp
    CMO
    Interviewed October 16, 2024
    Michael Welts
    Wasabi Technologies
    CMO
    Interviewed October 29, 2024

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    authors

    Kelsey Voss

    Contributors

    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Sakina Thanawala
    Copy Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content