A striking 78% of marketers prioritise improving brand awareness and reputation as their top marketing goal, according to a new study by CNN International Commercial (CNNIC) and data consultancy MTM. The research, involving 1,090 senior marketing leaders across 12 global markets, delves into the essential ingredients for successful long-term brand building amid evolving technological challenges and economic uncertainty. The white paper titled ‘Brand Power: Strategies for Instant Impact and Future Growth’ highlights the growing importance of consistent brand investment and compelling storytelling in today’s competitive marketing landscape.
“Marketers often hold one of the most innovative and challenging roles in business today and this study navigates some of the complexities of the industry. The findings from this study reveal that brand-building is recognised as an essential long-term goal for companies worldwide, with leaders increasingly aware of the need to embrace continuous, purpose-driven storytelling that genuinely engages consumers. It’s also clear that international news providers continue to play a crucial role in building trust and credibility for brands in today’s information-saturated landscape,” Jo Tenzer, director of audience insight, CNNIC, said.
The report revealed that nine in 10 marketers plan to launch or enhance their brand campaigns in the coming year. Additionally, 70% of brands rely on ‘always-on’ advertising to stay top of mind and drive long-term growth. Marketers are also increasingly turning to storytelling and purpose-driven campaigns, with 50% intending to emphasise Environmental, Social, and Governance (ESG) themes, digital transformation, and Diversity, Equity, and Inclusion (DEI) in their brand marketing efforts. This approach aims to create deeper connections with consumers by aligning with values that resonate across different demographics and regions.
Another key insight from the study is the critical role of news providers in brand-building, particularly during significant global events. The research found that 94% of marketers view news platforms as essential for brand visibility and connection, with 91% affirming that advertising during breaking news does not harm their brand image. This sentiment is consistent across multiple regions, including the U.S., U.K., India, Japan, and others, where marketers are increasingly focused on long-term strategies that balance immediate impact with sustained growth.