Why your brand is a financial asset, not just a marketing asset

Maggie Gross

Research from Deloitte Digital demonstrates how Chief Marketing Officers can prove the business impact of brand.

We live in a time when brands can spark social change, inspire innovative ideas and movements, and have a voice in larger conversations. As marketers, we already know and understand the value of brands and their potential, but translating it to other executives in the C-Suite can be difficult. Oftentimes, marketing measurement tools like brand awareness and sentiment – or even further-down-the-funnel measures such as click-through rates, engagement levels and purchase intent – aren’t strong enough to prove the importance of investing in brand and its impact on the company’s bottom line. 

Because we are at a time when industry...

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