Jayashree Rajan

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Modern consumers expect more than promises—they want proof. Members of the CMO Think Tank share what today’s most effective brands are doing to back up their values with real action, and how others can avoid performative missteps that damage trust.

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B2B brands are adopting storytelling and emotional branding strategies once reserved for consumer marketing—building deeper trust, loyalty, and relevance in a crowded marketplace. Members of the Senior Executive CMO Think Tank share which brands are getting it right and how others can follow their lead.