Vassilis Bakopoulos
SVP – Head of Industry Research, Marketing + Media Alliance
Jim O’Brien
CMO, Business Insurance, The Travelers Companies, Inc.
Rose Stark
VP, Brand Marketing and Creative, Choice Hotels International
Ben Eddy
Head of Marketing Analytics, Ally Bank
Christine Schrader
VP of Strategic Innovation, Wpromote
The question isn’t whether to measure brand. It’s whether you can afford not to.
Marketers are often under pressure to defend brand marketing investments, but don’t always have the measurement methods to really “prove it.” 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.
Hear how brand marketing leaders use measurement insights in planning and budget conversations.
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 are shifting more toward performance
- Few senior marketers say they’re very confident in their brand measurement strategy, creating risk when scrutiny increases
- 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.
