It's relatively easy to get budgets for short-term marketing campaigns.

But how do you argue if you want to build your brand in the long term?

The internationally renowned marketing expert, Mark Ritson, has tackled the question and put together a really good, tried and tested guide.

I have summarised it for you and added a very recent example that also shows how important brand building is for the long-term profitability of the brand / company.

And that ROI-based brand actionism does not lead to building strong brands. Even if the CFO wishes it so much.

Have fun reading!

Ralph

Links:

1. https://www.marketingweek.com/mark-ritson-answer-question-marketers/

2. https://www.warc.com/newsandopinion/opinion/les-binet-on-why-long-term-marketing-matters-in-the-age-of-short-termism/3307

3. https://www.marketingscience.info/when-brands-stop-advertising/

4. https://www.marketingweek.com/mark-ritson-pg-coke-dont-cut-ad-spend/?cmpid=em~newsletter~weekly_news~n~n&utm_medium=em&utm_source=newsletter&utm_campaign=weekly_news&eid=22267565&sid=MW0001&adg=8361470