The CMO Podcast with Fexingo · 2026-08-27 · 8 min
In episode 172 of The CMO Podcast, Lucas and Luna dig into one of marketing's most awkward questions: what is a brand actually worth? They unpack the rise of brand valuation in the boardroom, from Interbrand's annual ranking to the CFO's sudden interest in intangible assets. The conversation centers on a concrete case: how a mid-size B2B software company used a third-party brand valuation to reset its internal budget conversation and win a 15 percent increase in marketing investment. Lucas walks through the mechanics - how valuations blend financial forecasts, role in purchase decisions, and competitive strength - while Luna challenges the methodology's limits, from subjectivity to the risk of treating a number as the whole truth. They land on practical takeaways for CMOs: how to commission a valuation without overspending, what questions to ask the analyst, and how to use the number as a bridge to the CFO, not a weapon. The episode closes on a forward-looking note: as more firms push for brand accountability, the CMO who can speak fluent valuation may have the edge.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
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