In a tight financial climate, brands like Sweetgreen and Northwestern Mutual are reallocating budgets towards cost-efficient earned media opportunities rather than seeking additional funding.
Lynn Teo, CMO at Northwestern Mutual, states that a flat or reduced budget should be viewed as a challenge, pushing CMOs to creatively optimize resources.
Nathaniel Ru from Sweetgreen emphasizes the need for strategic brand marketing and adjusting budgets to prioritize storytelling while focusing on growth and scalability.
As spending tightens, marketers must balance performance and storytelling, adapting performance metrics and KPIs to align with both short- and long-term brand goals.
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