Published: 30 January 2024
The pace of innovation and merger and acquisition activity over the past five years has contributed to brand complexity and outdated brand perception. With ongoing scrutiny of marketing investment, tech CMOs must decide to consolidate brands or create new brands that support revenue growth.
In the 2023 Gartner Tech Marketing Organizational Design Survey, 42% of respondents cited “update a legacy brand image” as a top five reason for increasing investment in brand.
In the same study, 32% of respondents cited “consolidation of multiple brands” as a top five reason for increasing investment in brand.
As tech marketing budgets continue to be limited, Gartner clients indicate brand program spend is one of the most heavily scrutinized investment areas.
To effectively manage multiple brands across the portfolio, tech chief marketing officers (CMOs) must:
Evaluate current brand perception to determine alignment or lack of alignment to
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