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How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Is There Evidence for How Marketers Should Invest in Long Term Brand Building or Short Term?
Lucas: The power of the work you've done to prove the business case for it is so powerful because often, you know, clients like me have had to kind of sell the crazy ideas. And as we all know, long in the short, but you see, and I'm like, hang on a second, whoa, reverse up a second. Are you saying there's evidence for how marketers should invest between long term brand building in short term? Because if there is, I need to know and go back to my board and argue the case. Lucas: In the right hands, it really is quite powerful. Some of the arguments I'd have with the board about investing in
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