Brand leadership, unfiltered: the realities of embedding brand across a business
Independent brand growth agency Chello conducted interviews with senior marketing leaders from 25 businesses, revealing that while brand is seen as a key driver of commercial growth, many organisations struggle to integrate it beyond the marketing department. The report highlights that although there is strong belief in brand at the leadership level, the responsibility often falls solely on marketing, leading to fragmented impact. This underscores the challenge of balancing immediate performance
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