Marketers at growing businesses are typically focused simultaneously on tactical marketing programs to fuel revenue AND brand building. While these two types of activities shouldn’t be mutually exclusive, the reality is that brand-building is often shortchanged.
Why? Building a brand takes time, resources, strong marketing leadership, support of the CEO and a big picture vision. On the other hand, tactical marketing campaigns appeal to the quarter-by-quarter outlook that many businesses, like it or not, subscribe to. Additionally, tactical programs produce results that are easier to measure, thereby making them more popular among marketers pressured to demonstrate their value to employers.
M&C Saatchi chief strategy officer Justin Graham is now calling brand building a “dying art”. Read more about what he and other leading agency executives are saying about the death of brand building in this recent post in Australia’s AdNews.