Executive Priority 01: The New Strategic Imbalance
- Brian Creath
- Jun 30
- 1 min read
For more than two decades, organizations have invested heavily in technologies, platforms and capabilities that transformed Performance Marketing into one of the most measurable, manageable and accountable business functions in the enterprise.
The investment was well placed.
It also created an unintended consequence.
While Performance Marketing evolved dramatically, comparatively little attention was devoted to expanding the functional role of Brand. Today, many organizations continue asking Brand to play much the same role it did twenty years ago while expecting Performance Marketing to solve increasingly complex business challenges it was never designed to address.
We call this condition The New Strategic Imbalance.
Our first Executive Priority explores how this imbalance developed, why it persists and why it has become increasingly difficult to correct. We've also created a companion Executive Exhibit (Placemat) that visually maps the relationships, reinforcing cycle and business implications behind the concept.
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For more than 25 years, Cohesion has helped leadership teams use brand to strengthen business strategy, organize complexity, increase relevance, improve differentiation and create greater long-term business value.
Interested in how this impacts your business?
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