The question isn’t whether to measure brand. It’s whether you can afford not to.
Brand marketing is under pressure to “prove it.” When measurement confidence is low, brand can become vulnerable in budget reviews. In this webinar, we will share new findings on what separates Brand Accountable organizations from those that are Brand Vulnerable—and how to strengthen your ability to defend (and grow) brand investment.
You’ll also hear a real-world discussion with brand marketing leaders on how these insights show up in planning, finance conversations, and budget decisions.
What you’ll learn
- Where brand vs. performance budgeting is heading—and what that means for long-term growth
- Why confidence in brand measurement is a defining factor in budget vulnerability
- What Brand Accountable teams do differently (including how they use measurement to defend or increase brand budget)
- How to improve Marketing + Finance alignment around brand ROI and decision-making
Key findings we’ll unpack
- Many teams report being “balanced,” but budgets have been shifting toward performance, and marketers expect that trend to continue
- Only a minority of senior marketers say they’re very confident in their brand measurement strategy, creating risk when scrutiny increases
- 53% said they successfully used measurement insights to defend or increase brand budget—these are the teams we define as Brand Accountable
- The top capability marketers say they need: linking brand metrics to sales/business outcomes
Marketers who’ve invested in measurement capability are much more likely to be planning budget increases, and much more likely to protect brand in a downturn.
Register now to get the findings and practical guidance you can apply in your next planning and budget cycle.
