When did brand become a dirty word? This stood out to me in Kacie's episode with Humans of Martech—great listen—recommend queueing it up if you haven't already.👌 Is it because brand can't be "measured"? Have we gotten so pushed into a corner to measure *everything* we do that we've lost the plot on what it means to deliver value for our audience? Possibly. GTM Partners research found that when you cut marketing in critical areas such as brand, not only does your brand suffer, but so does your bottom line. We all know today's buyers care about what a brand stands for, its values, and the people behind it running the show. If you're finalizing your budget for the New Year, be careful *not* to cut in the areas where your audience would be impacted.
IMO brand is everything
Louis Blaut
3mo
Corrina Owens this is such a well put statement. I couldn't agree more. I would add that great relationships (with clients) are built on trust and recognizing someone is the first be it subconscious step to building that trust.
Sangram Vajre
3mo
brand drives demand - which is why the GTM Operating System we combined brand and demand in one pillar!
Honestly? The problem with marketers delivering "value" through marketing is that marketing is inherently *not* geared towards delivering true value, but trying to sell something.. to sell a product, a brand, service, whatever it is. It takes serious effort for marketers to create materials that even contain just a minimum of true value, because there's almost always a CTA, or an action or something the audience is being directed or pushed to do. In that kind of environment it is extremely hard to provide real value. Personally, I do care what a brand stands for, but that mostly comes through in the actions they take (or don't take) rather than hard promotion of it. It's always an interesting push and pull that I'm internally at odds with.
Christine Göös
3mo
Brand pushback in B2B often feels like a fear response: Tumultuous economy, investor pressure, or falling behind on rev targets boomerangs back as "Let's prioritize demand", but demand is only attracted through a strong brand. It's such a Catch 22.
Gwen Lafage 🐝
3mo
Preach!!! 🙌
TeeProud
3mo
Such a relevant discussion; brand truly encapsulates the essence of value in today’s market. 🌟
Evan Weber
3mo
Not all companies have the luxury of being able to spend on branding. But I’ve always said that you can get a great branding effect from effective digital advertising, especially visitor and audience retargeting campaigns on multiple channels.
SVP Marketing at Sendoso | Former Sourcegraph, early Fastly (took them public), and Roku
3moPreach! Thank you so much for listening and sharing, Corrina. You're one of the best brand and experiential marketers around, and your work drives *revenue*!!