Every senior marketer’s been there.

You know brand building drives long-term growth, but the people holding the purse strings only care about this quarter’s numbers, and direct response advertising….and what ‘works’.

In this episode, Jack breaks down how he shifts that stakeholder mindset.

He’ll share:

• How to use Binet & Field’s research to reframe the short vs. long-term debate
  
  
• How to explain brand building boosts short-term performance
  
  
• What metrics stakeholders care about—and how to tie brand to them
  
  
• Tools that make brand building measurable and accountable
  
  
• How to sell the idea that brand isn’t fluff, it’s future demand

Whether you're a CMO or a solo marketer, this is your playbook for getting buy-in from stakeholders who still think “brand” means “fluff” and marketers dodging “accountability.”

Resources mentioned:

- Binet and Field’s presentation: PowerPoint Presentation

- Tracksuit: Beautiful, Affordable, Always-On Brand Tracking | Tracksuit

This episode was hosted by:

Jack Ferguson - Host of The Push and Brand Strategist

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

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Visit The Push website here: Marketing scenarios. Relatable problems. Practical solutions. | The Push Podcast

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist