At the start of a new year, many of us make pledges to go to the gym, stop drinking and overhaul our diet, but how many brand owners resolve to improve the health of their business?
A senior marketer at a well-known consumer startup recently told me that their performance marketing team just don't believe brand metrics impact performance marketing. (They worked on brand marketing, so this was a source of serious frustration when looking for wider business buy-in about the importance of brand building).
When you think of British brands and products that are ‘Made in Britain’, what do you associate them with? Quality and heritage, perhaps? Or maybe high price tags and old fashioned style?
Many companies still fail to speak to their customers regularly enough, so those who keep in close contact with them should rightly be proud.