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, Business...

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