The impact of the brand on company performance remains a major concern for business leaders. Under the pressure of short-term objectives and the availability of new digital tools, “performance marketing” has taken precedence over strategic marketing. This digital transformation of marketing is leading to unprecedented complexity and essentially translates into the implementation of measurable campaigns, to the detriment of long-term investments less directly linked to tangible commercial results. More over the marketing department is said to have lost significant influence to the sales department and the development of digital technology is changing interaction with consumers and potentially creating new paradigms.

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