Brand as Performance shows brand campaigns lift favorability up to 24%, with consumers who hold favorable opinions buying 4–5x more and driving 6x greater long-term sales impact
Marketers know brand builds growth—but until now, proof was elusive. The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.
Artificial intelligence isn't just a future trend—it's already reshaping consumer behavior at scale. New research from MMA Global and Kantar reveals how people across generations are weaving AI into their daily lives, from shopping and creativity to personal expression and decision-making.
Marketers are facing a pivotal moment: consumers are adopting AI faster than many brands. Join this exclusive webinar to understand the real state of consumer AI and what it means for your marketing strategies today.
