Take Command of Your Brand

Take Command of Your Brand

Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts.

The rebalancing of marketing strategies before the pandemic by brands like Gap and Adidas speaks to an important recognition: Building and maintaining a brand takes more than simply maintaining sales. That’s because any brand’s existing customer base won’t generate enough incremental sales to meet most long-term growth goals.

Importantly, upper-funnel marketing efforts are a lever to drive sales. They also generate an array of ancillary benefits that can drive the efficiency of sales activations. This paper delves into the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.