Lidl and Direct Line Group show how brand investment lifts long-term sales

Examples from two brands showing how directing marketing investment towards brand building rather than activation built sales over the long-term.

The struggle to actually prove the long-term effects of brand investment on the business bottom line means terms like “brand equity” often sound like a fudge by marketers to explain the lack of a short-term sales boost.

But Nic Pietersma,

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