CMOs see support for brand building fade while ROI scrutiny rises: NIQ

Group 1 - The core challenge for CMOs is balancing short-term performance marketing with long-term brand building, exacerbated by macroeconomic pressures and scrutiny over ROI from CEOs and CFOs [3][4] - 83% of surveyed CMOs remain confident in their brand equity, despite a decline in belief in marketing pillars like brand purpose, which is affected by a divisive political climate [4][6] - Only 55% of marketing leaders are allocating 60% or more of their budgets to long-term brand building, indicating a shift towards short-term ROI focus [5][6] Group 2 - 69% of marketing leaders believe their CEOs and CFOs support long-term brand investment, but this is an 11 percentage-point decrease from the previous year [6] - 84% of CMOs prioritize return on investment as their primary metric for budget allocation, reflecting pressures for short-term results [6] - The confidence in brand purpose among CMOs has dropped from 83% to 71%, highlighting challenges in maintaining brand values amidst economic pressures [6]