In markets under pressure to show short-term returns, brand investment is often the first budget line to be questioned. This keynote addresses that tension directly: how CMOs are balancing brand investment against short-term performance marketing without starving either. It offers a practical view on making the case for brand spend to a board that is understandably focused on quarterly performance, and where the line sits between prudent discipline and cutting brand investment too aggressively. Key takeaways: - The trade-offs CMOs are navigating between brand investment and short-term performance marketing - How to make the case for brand spend to a board focused on quarterly numbers - Early warning signs that brand investment is being cut too aggressively