REQUIRED READING POST

Tap into the wisdom of marketing thought leaders to find out how to invest in resilient brands and meet market challenges head on.

Successful marketers constantly reposition brands for long-term, accelerated growth, finding new spaces outside their category boundaries and seeking breakthrough innovations. In fact, the most valuable brands in the world create shareholder value faster, resist market downturns and, also manage to weather recessions better than their counterparts.

This resilience is down to the connections such brands make, and how they position themselves. The deciding qualities, according to global research house, Kantar, are that they are "meaningful, different and salient."

In the 2024 Kantar survey of the most valuable global brands, brand innovation and finding new spaces for brands that transcended their own categories, were the biggest contributing factors to brand success and future growth – which let’s be clear, all marketers are chasing.

READ MORE: How to Build Valuable, Resilient Brands

In today’s rapidly shifting business landscape, the role of marketing has evolved far beyond its traditional boundaries. No longer confined to creative campaigns or brand management, marketing is now a critical driver of business strategy, growth, and innovation. As companies become more data-driven, customer-centric, and digitally focused, the role of the Chief Marketing Officer (CMO) has expanded into areas that demand greater accountability, adaptability, and leadership across the business, says Helena Mah, Senior Marketing Executive.

For CMOs aspiring to secure a permanent seat at the executive table, the journey is one of deliberate execution, measurable results, and an evolving mindset. The ability to navigate short-term performance pressures while also investing in long-term growth initiatives is crucial. We explore how CMOs can evolve their roles, build trust, and drive meaningful business impact by balancing performance with culture, strategy with execution, and risk-taking with accountability.

READ MORE: The Evolving Role of the CMO

Breathe vitality into your creative and embrace change and renewal. Just as a chef combines ingredients to craft inventive recipes, your innovation journey gains strength from the energy of invigoration, fuelled by your inner spark that fires your creative essence, writes Duncan Wardle, former Disney Executive and Author, “The Imagination Emporium: Creative Recipes for Innovation.” By embracing change and seeking fresh experiences, you can revitalize your approach to challenges and open pathways to inventive solutions. Just as a gust of wind breathes life into a still pond, invigoration renews your creative waters, guided by the spark of inspiration, says Wardle.

READ MORE: Creative Recipes for Innovation

As executives gear up for the 2025 strategic planning season, the process can feel like a balancing act. Developing a strategic plan that both drives meaningful change and satisfies stakeholders is a complex task, made even more challenging by the fast-evolving landscape of marketplace needs, industry trends, and technological advancements.

However, many leaders unknowingly fall into common pitfalls that can derail their planning efforts. To avoid these, it’s crucial to approach strategic planning with intentionality, foresight, and a willingness to embrace change. Find out what the most common strategic planning pitfalls are to avoid.

READ MORE: 10 Strategic Planning Pitfalls to Avoid