Is Short-termism Undermining Your Brand Equity?
探讨短期主义营销（如大数据驱动、需求营销）对品牌资产的损害，指出其导致利润侵蚀、品牌延伸不当等问题，并建议CMO将品牌资产纳入商业战略，实现需求营销与品牌营销的协同。
Short-termism in marketing has resurfaced, fueled by big data, analytics, digital, AI, and labels such as demand marketing. Looking back at the 1980s, a short-termism decade, that era provided permission for “sales now” programs that failed to deliver growth. That approach contributed to profit erosion, turned customers’ priority to prices, encouraged ill-advised extensions, damaged brands and profits, and led to the emergence of brand equity. To avoid a repeat, CMOs need to convince others that brand equity is critical to the business strategy. To succeed, demand and brand marketing need to be partners, creating and exploiting their synergies.