FOUNDATIONAL FRAMEWORK

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.

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 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.