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2016

Successfully getting the approval for a rebranding program by the board and or leadership team may depend entirely on how the costs affect fiscal-year operating income. If a CMO goes into a board meeting and proposes a multimillion dollar rebranding budget with the entire cost hitting the P & L in the current fiscal year, it may be much more difficult to get approval than if he or she takes a financial planning stance that spreads the costs over a number of fiscal periods.