Marketing Truth #2: Strong brands have an effectiveness advantage

1 min read

Ann Marie Kerwin and Colin Chow

WARC Talks, Podcast, February 2024

Summary

In this second episode of WARC’s Marketing Truths series, Ann Marie Kerwin and Colin Chow discuss how having a strong brand boosts effectiveness and yields improved results in all marketing channels, including performance.
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On the employee side, strong brands drive higher employee morale, boost productivity and retention which has cost savings and impact.
On a community level, strong brands influence choice, helping you sustain price premiums and creating loyalty beyond reason, so it drives growth and efficiency across every part of the marketing funnel.
Brand is not just seen as a marketing or communications object, of course it needs to drive powerful creative but brand is most successful when it's seen as a cross-functional effort.

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Timestamps

01:28 – Brand as a driver of growth
02:43 – How do you frame the idea of brand and build a brand strategy framework
05:50 – How to turn external and internal partner alignment into strong brand-building efforts
12:58 – How strong brand helps newer companies maintain growth
19:28 – Common struggles while finding the right balance between brand and performance
23:02 – How often brand and performance functions are siloed and how to work through that
24:38 – US vs rest of world in terms of marketing effectiveness
28:25 – What are the most difficult conversations to have when comes to how companies understand what their brands are?
33:11 – How to articulate brand strategy throughout the business

Where to listen

Timestamps

Further reading