CMO Playbook: Five Moves to Lead Through Trade and Market Disruption.

Protecting brand, preserving value, and leading with clarity

By Benoit Garbe

Navigating Trade and Market Uncertainty

CMO Playbook: Five Moves to Lead Through Trade and Market Disruption

1. Reaffirm Brand as a Business Growth Lever

CMOs must actively protect the brand as a long-term business asset. Strong brands preserve pricing power, reduce churn, and recover faster from shocks. Start by quantifying your brand’s contribution to business performance—this builds internal conviction and protects marketing budgets under pressure.

At Tracksuit, where I serve as a Board Advisor, we help companies measure this link clearly. Brands that maintain investment in equity-building activity outperform long-term. Tracksuit’s recent reflections on economic resilience offer a timely reminder: freeing up money from brand marketing may create short-term gains, but also long-term pains.

2. Build Agility Without Eroding Trust

As new trade barriers emerge and global supply chains shift, CMOs must help their organizations stay agile—exploring new sourcing models, regional production, and market-specific pricing. But flexibility should never come at the expense of quality or brand integrity.

Louis Vuitton’s U.S. factory in Texas, opened in 2018, was part of a long-term strategy to serve the American market more directly. While not built in response to tariffs, the facility gives LVMH operational flexibility at a time when trade barriers are rising. However, the company recently reiterated that the Texas plant is still falling short of its global production standards—and that it would not compromise on quality to gain local manufacturing advantages.

3. Listen to the Consumer. Reframe Value.

With several years of inflation behind us—and renewed risks of further upward price pressure—CMOs must listen and stay closely tuned in to consumers to guide decisions.

According to The Conference Board, 26% of U.S. consumers have already reduced purchases or switched brands due to price frustration. Ivan Pollard talks about consumers boycotting their preferred brands in the face of high prices.

Brands must reframe value, not defend price. If your product costs more, help customers understand why. For example, cereal brands might highlight how many mornings a $7 box supports versus one $7 latte. Small reminders reset perception and protect loyalty.

4. Coordinate and Cut with Precision

CMOs should step into the role of integrator—working across functions to anticipate disruptions, lead scenario planning, and make the case for smart prioritization. In a time of budget scrutiny, fewer but stronger initiatives will win.

I was energized to see last week’s announcement: Michelob Ultra continuing to expand its Superior Access Courtside platform with the NBA, which we started working on back in 2023 with the goal of making sponsorship investments work harder—building a fully integrated commercial platform that strengthens brand equity, deepens consumer engagement, and delivers sales and growth at retail.

5. Lead with Empathy, Pragmatism, and Conviction

In volatile times, CMOs must lead with both honesty and reassurance. Acknowledge the real challenges—supply strain, pricing pressure, uncertainty—and offer a steady hand to teams and agency partners.

This is not a moment to go quiet. Speak early, speak clearly. As Adam Galinsky noted, “The single worst thing you can do is wait for complete information before you communicate.” Timely, candid leadership builds trust and confidence—internally and externally.

Conclusion: Action Over Apathy

The role of the CMO has never been more consequential. In a time of uncertainty, those who wait will be left behind. Those who act—decisively, empathetically, and strategically—will help their organizations preserve value, build resilience, and find opportunity in disruption.

CMO Playbook: Five Moves to Lead Through Trade and Market Disruption.

If you would like to discuss how to navigate these times of uncertainty,

contact us at Quint Advisory.