Embracing multiplicity: Experimenting with outcome-based brand planning

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

While the definition and importance of brand purpose remains hotly contested within the industry, few would argue with the notion that advertising ultimately exists to promote products or services. As such, effective advertising always starts with a clear business outcome.

Whether it’s growing revenue by bringing in new customers or increasing profit by reducing price sensitivity, every aspect of the brief – from who you are targeting to what you need them to do – must connect back to that outcome.

In focusing on those in-market, and by seeking a direct response like conversions or online sales, performance marketers generally...

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