From Brand to Growth: How Marketing Leaders Turn Brand Strategy Into Revenue - Exclaimer
Overview
In this CMO Inspired Summit masterclass, Jennifer Herbison, SVP of Global Marketing at Exclaimer, argues that brand has never been more visible, or more vulnerable. Every customer interaction shapes how an organisation is perceived, yet brand ownership is often treated as a specialist function rather than a leadership responsibility.
Jenny describes how brand went from being someone else's problem to a strategic priority when inconsistent positioning, fragmented communication and customer confusion started to erode trust, and how she built a marketing operating model and brand framework that take strategy right down into execution.
Key takeaways
- 90% of buyers go with a vendor they have seen from day one, which makes early brand awareness critical.
- Customer-led research is essential, combining qualitative and quantitative work, even when it is not in the budget.
- Positioning must be customer-led, or it risks becoming a year-long process nobody engages with.
- Align brand, product and marketing execution so the whole business builds for the same customer.
- Build feedback loops between experimentation, reporting and brand development so brand strategy drives consistent customer experience and revenue growth.
Watch the full session on YouTube: From Brand to Growth: How Marketing Leaders Turn Brand Strategy Into Revenue - CMO Inspired Summit
