Use data-driven customer segmentation to keep consumers at the center of your decisions and unlock business growth.
While great brands can’t grow without fantastic products and remarkable experiences, to realize your brand's full potential an investment in the long-term strength of the brand is necessary. 78% of CEOs are looking to their CMOs to drive growth, Marketers have the opportunity to shape, lead and drive the growth agenda through new innovative approaches that bring meaningful insight into growth.
Although the importance of brand building was first quantified and published by Field and Binet a decade ago, it is only now that we are realizing the full impact of long-term investment.
Marketers who adopted modern marketing approaches have proven through their success that achieving sustainable growth requires dual investment into both short-term product activations that drive immediate sales, and brand building activity that delivers returns over the long term.
Binet and Field’s insight, demonstrating that sales activation for short-term sales uplift and brand building activity for long-term sales growth are intertwined when achieving scalable growth
To meet their growth objectives, marketing leaders must pursue a dual investment strategy. They must win more valuable consumers by intimately understanding and delivering on their needs with remarkable products and experiences that these consumers cannot live without. Whilst simultaneously investing deeply in creating unified brand-building messages for broad audiences to future-proof your growth by ensuring that when consumers find themselves in the future category buying moment, your brand wins their choice. Investing in two directions requires more intentional and strategic choices. Making more choiceful decisions to maximise your marketing investment requires an evidence-lead and consumer-centric mindset.