Marketing Meetup Podcast How to measure and track brand marketing - Dan Fleming, Tracksuit
May 7, 2025
Dan Fleming, Country Lead at Tracksuit, dives into brand marketing's nuanced terrain. He shares how to make brand efforts quantifiable, emphasizing practical KPIs beyond just reach or impressions. Fleming discusses strategies to track brand impact on budgets of all sizes, and why understanding brand awareness is crucial for performance. He also reveals insights on navigating budget cuts while maintaining brand trust and effectiveness. His expertise shines through real-world case studies, showcasing the powerful link between brand efforts and bottom-line success.
AI Snips
Chapters
Transcript
Episode notes
Brand as Shared Responsibility
- Brand marketing is increasingly understood as influencing how people think and feel across all customer touchpoints.
- It's not just advertising but involves every function including sales and customer service.
Impressions ≠ Awareness
- Impressions do not necessarily correlate with brand awareness or brand equity.
- Measuring marketing metrics should link to real business outcomes, not just superficial engagement.
Brand vs Performance Complementarity
- Performance and brand marketing target different consumer groups: current buyers and future buyers respectively.
- Combining both is essential for growth and long-term brand success.