The relevance gap: what's left of the CMO when the brand no longer matters?
Between one ROAS spreadsheet and another, there is a silence that no one hears, the silence of a brand that has stopped echoing. It's soft, almost poetic: it sounds like a breeze, but it's a vacuum. And at the same time, it cuts like a razor: it reminds the C-Level that, without relevance, every KPI becomes wind. In the glass corridors of multinationals [...]