Mind the gap – why brand-building too often slips through the cracks

Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.

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...

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