The WARC Podcast How to prove marketing drives growth in uncertain times
May 27, 2025
Mary Kyriakidi is a Global Thought Leader at Kantar, specializing in marketing effectiveness, while Eric Tsytsylin is a Brand Strategy Partner at Lippincott, focusing on brand development. They discuss how marketers can establish trust with C-suite executives, emphasizing the need for better communication around brand value. The conversation highlights the importance of measuring brand loyalty, analyzing successful brand strategies like Netflix, and how brands can thrive amid economic uncertainty by leveraging data and fostering emotional connections with consumers.
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Brands Are Intangible Yet Impactful
- Brands are intangible but deeply impactful due to the perceptions and associations in people’s minds.
- Their complexity and variability make them hard to quantify as tangible business assets.
Brand Value Measurement Challenges
- The difficulty in quantifying brand value is due to lack of consensus on measurement methods.
- Brand strength enables firms to raise prices without expected volume loss, proving brand as a tangible asset.
Reframe Brand for C-Suite Impact
- CMOs should reframe brand as a catalyst that supports different departments, not just marketing.
- Align brand with specific goals of other functions to gain broader organizational support.