Driving demand is a typical chief marketing officer mandate—not “fix the brand.”

But for Jennifer Houston, CMO of D-Wave, the maker of quantum computer systems, lingering negative sentiment about the brand was so high that it not only hurt demand but was damaging employee morale. So, fixing the brand became her top priority and, in the process, Houston created a playbook from which almost any CMO can learn.

Company changed the narrative with the help of its customers and a commitment to today’s reality

Read the full Q&A on Ad Age: How D-Wave Made a Quantum Leap in Brand Perception

Listen to the Episode: What the Heck is Growth Marketing!? | B2B Branding IS Rocket Science