Brand is far more measurable today than even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand—and defend its importance to the business.
In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective. They discuss what it means to build brand awareness and drive tangible business results related to brand growth. Their conclusion? While building brand may seem like a “fluffy” goal, research continually shows it leads to increased revenue and greater customer loyalty. But done right, brand growth should always be measurable.
Topics covered:
- [01:45] Brand awareness vs performance marketing
- [05:30] How can marketers defend brand’s ability to drive business results?
- [7:00] Defining brand awareness and measuring brand growth
- [12:00] How to grow your brand
- [16:30] What physical availability looks like for online businesses
- [18:40] What business stage is right for focusing on brand-building?
To learn more, visit
marketingarchitects.com/podcast.
Resources:
2020 The Marketing Student Article 2013 WARC Article 2023 BuiltIn Article 2012 Scientific American Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
