Marketing Valuation | The Battle Between Believers and Non-Believers Part 3 | Greg Silverman

A CMO Confidential Interview with Greg Silverman, the Interbrand Global Director, Brand Economics who also founded Concentric, a sales forecasting company. Greg discusses a recent Interbrand study with Wall Street analysts on how brands influence share price in which 75% of analysts look at brand power as a key variable though nearly all admit they don't understand it. Key topics include: why marketers should meet with analysts and get close to their Investment Relations team; how getting your brand value understood is the best way to increase stock price; and his belief that many CFOs are "indirectly running marketing because marketers are not making the business case for marketing investments." Tune in to hear how a "Dysfunctional Diode" is blocking brand valuation and what to do about it.
📈 Welcome to another insightful episode of CMO Confidential, where we unlock the insider secrets of how brands influence share price! Join our host, Mike Linton, a 5-time CMO, as he delves into the fascinating world of marketing valuation with his esteemed guest, Greg Silverman. Greg, the Founder of Concentric and Global Managing Director at Interbrand, brings a wealth of experience in analytics and forecasting to the table.
Key topics include:
- A deep dive into Interbrand’s extensive study on the financial value of brands.
- The critical role of brand valuation in influencing share price.
- Insights from over 250 analysts, investors, and journalists.
- The major disconnect between brand strategy communication and the investment community.
- Practical steps for marketers to improve brand valuation and impact share price.
Tune in to hear Greg's expert analysis on how brands can better communicate their value to the investment community and the surprising findings from their research. This episode is packed with actionable insights that can help you elevate your marketing game and ensure your brand gets the recognition it deserves in the financial markets.
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#BrandCommunication #MarketingDecisions #FinancialAnalysts #MarketingImpact #MarketingRoi
CHAPTERS:
0:00 - Intro
1:35 - Overview of the study
4:58 - What did the study say
7:35 - What makes a strong brand
11:04 - Best practices for talking about the brand
14:33 - Does marketing matter
17:46 - What should marketers do with this information
19:14 - What should marketers do now
21:22 - How to Interview for a Marketing Job
24:33 - What to Do with Investor Relations
26:06 - Last Question