Measuring the impact of brand marketing on business growth

Making the case for brand marketing

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. The detrimental effect? This oversight can lead to a drop in market share. A deeper dive into data and historical studies reveals that strategic brand investments are pivotal for long-term growth.

Download the framework for methods and examples on decoding brand’s true impact.

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This framework unpacks the value of brand and how to measure its impact, including...

The Imperative of Upper Funnel Strategy

Drawing insights from Les Binet and Peter Field’s groundbreaking study, we highlight the crucial role of maintaining an ‘Extra share-of-voice’ (ESOV) for ensuring market growth and impacting long-run demand generation performance.

Modeling the Impact of Brand Health

To measure a brand’s impact, a multi-stage modeling approach can unveil how brand health drives response.

A Case Study Example

How better brand health resulted in more efficient performance marketing for a streaming services business. In addition, how these results drove top-down strategic and operational impact.