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A confusing time for mass brands
The Rebooting Show
Balance Brand Vision with Market Realities
Navigating the tension between brand stewardship and the demands of publicly traded companies requires balancing interests among brand customers, shareholders, and executives. Brands led by iconic founders face unique challenges in protecting their legacy while meeting quarterly performance metrics. Effective media budget allocation and demand generation become critical, particularly for brands like Nike. While performance marketing can drive immediate results, it primarily harvests existing demand rather than creating new demand, emphasizing the importance of understanding the distinction between the two strategies amidst an evolving marketplace.
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