In order for an organization to deliver on its brand promise, and ultimately drive performance, culture and brand need to be aligned. But saying it is one thing; getting there is more difficult. What role does a CMO play when culture and brand are out of sync? And is the CMO responsible for culture at a broader level?
What is the CMO’s role in culture?
MARIE GULIN-MERLE
CMO Calvin Klein
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The consumer side of marketing cannot be different from the culture side of the company, because customers can smell if there are two worlds. It’s part of the CMO’s role to ensure they’re consistent.”
53% of marketing leaders we surveyed say that the CMO is “very responsible” for shaping the broader organizational culture outside the marketing function.
%
53
Raj Subramaniam
Chief Marketing and Communications Officer FedEx
Ultimately, in the service business, the brand is the sum total of customer experiences that you deliver around the world. At that point, culture becomes paramount. It’s the pointed end of the spear.”
71% of marketing leaders say their company’s culture and brand are aligned.
71
Nina Barton
President of Global Growth The Kraft Heinz Company
We’ve really focused on listening broadly to our employees. We ask, ‘What is your reflection of the culture?’ We’ve literally done qualitative and quantitative research to understand how culture is being reflected in the organization.”
48% of marketing leaders say the people in their organization understand their culture pretty well; 31% say they understand it very well.
31
48
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How can CMOs help shape culture for the brand experience — and beyond?
84% of marketing leaders believe their culture is influential in enabling the brand experience.
84
