A Strategy for The Long-Term: Build Your Brand Equity

There’s a fascinating story circulating on Business Insider - Goldman Sachs is charting a different course than many companies by ramping up its marketing investments while others are pulling back.

Under CMO Fiona Carter’s leadership, the marketing team has grown from about 20 to over 100 members—an ambitious move as others cut budgets and reduce headcount.

Goldman’s heavy investment aims to refine its brand and expand its reach. In an era when promotional spending is often one of the first areas to see cuts, Goldman’s strategy stands out as a long-term commitment to building and maintaining strong brand equity.

By doubling down on marketing and communications, Goldman is not only reinforcing its leadership position, but also ensuring it remains top-of-mind with customers and stakeholders alike.

Even in challenging times, it’s essential for leaders to remember that businesses are ecosystems. Strong top-of-funnel marketing and communications aren’t just “nice to have” but critical for driving growth and reaping long-term rewards.