‘Playing it safe is not safe’: How the most successful brands stand out

Anna Hamill

While investing in brand-building is sound marketing science, the reality of winning those budget arguments can be difficult in challenging economic times.

Marketers may need to swim against the tide and win some difficult internal discussions in coming months as cost-cutting pressure builds, but by making smart decisions on marketing fundamentals, they can position themselves for long-term success.

While investing in brand-building is sound marketing science, the reality of winning those budget arguments can be difficult in challenging economic times. According to Adele Jolliffe, Head Brand Domain Consultant at Kantar Insights, now is the time for marketers to craft thoughtful arguments to ensure long-term brand growth, despite the economic downturn.

“You will have to tell a bigger story: a story of why...

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