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 b

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands