Brand building takes time – two to five years – and might initially be less profitable than an activation-only strategy, so it is crucial to be able to forecast over at least a five-year period to reassure the marketing team the strategy is correct; Paul Dyson explains how.
In a two-part series for WARC, Dyson, industry veteran and co-founder of accelero, a new measurement and optimisation company, looks at the reasons behind the recent trend to brand advertising and assesses the rules on how best to balance long-term brand building vs short-term activation.
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