Business leaders and marketing chiefs are under-investing in building and maintaining their brands – even though they are convinced that strong brands generate commercial returns in the long run.
David Buttle, Global Marketing Director – Commercial, with the Financial Times, said a lack of confidence in how to actually support brand growth – and then how to measure it – was preventing many businesses from striking a better balance between short-term sales and long-term impact.
He was speaking as part of WARC’s Cannes 2019 session on the Crisis of Creative Effectiveness, reporting the findings of a global study by the...