The WARC Podcast
Convincing the CFO that brand building investment is worth it
Apr 3, 2025
Preston Rutherford, co-founder of Chubbies and Marathon, dives into the critical need for convincing CFOs that brand building isn't just an expense, but a vital investment for growth. He tackles the challenges of traditional ROI metrics and discusses how performance marketing meshes with brand development for sustainable success. They also delve into redefining success metrics, emphasizing profit margins, and the synergy between branding and digital strategies, offering actionable insights for navigating today’s marketing landscape.
27:25
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Quick takeaways
- Brand building is a critical driver of long-term growth that requires clear financial connections to counteract its perception as a mere expense.
- Effective marketing strategies must integrate emotional engagement and long-term metrics like contribution margins to enhance brand recognition and profitability.
Deep dives
Understanding Brand Building and Performance Marketing
A critical distinction is made between performance marketing, which focuses on short-term revenue optimization through click-based attribution, and brand building, which aims to generate long-term demand. Performance marketing strategies often lead to a disregard for the narrative and emotional engagement that branding fosters, reducing brand presence. Brands are increasingly recognizing that relying solely on immediate metrics can obscure the true impact of their marketing efforts, as many advertisers grapple with declining returns despite rising investments. This understanding pushes marketers to redefine how they measure success, highlighting the need for an integrated approach that values brand equity alongside immediate sales.
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