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All articles →- Brand Is a Balance Sheet Item A CFO will pay eleven billion dollars for a brand in an acquisition and refuse to fund it with eleven million in a budget.
- Pick Your P&L A budget is something the company gives you. A number is something it needs back from you. Only one of those survives a bad quarter.
- The Decisions You Both Think You Own Marketing is primarily responsible for pricing at 28.2% of companies and revenue growth at 42.5%. The middle of that list is where two executives both think they decide.
- Monday Briefing: Your Next Ad Won't Have a Landing Page Plus: Google starts force-migrating your search campaigns, Walmart's retail media catches up to 2019, and the creator economy's $15,000 problem.
- Monday Briefing: ChatGPT Ads Hit Europe This Morning Plus: Perplexity and Amazon fight over who controls the agent's front door, follower count ranks dead last, and Ritson asks who held the pen.