Growyourbrandovertheshortandlongterm3SHORTTERMORLONGTERM?GrowyourbrandovertheshortandlongtermEveryexperiencedmarketerrecognisestheproblem:theyknowthatbrandsgrowoverthelongtermbutalltoooftentheireffortsaredivertedintodeliveringthenextquarter’sbudget.Our2018study‘GettingMediaRight’findsthatonly52%ofglobaladvertisersareconfidenttheirorganisationhastherightbalancebetweenshort-termperformancemarketingandlong-termbrandbuilding.Anditisnotjustthatday-to-daybusinessdemandsattention,sotoodoesthedata.Whetheritissales,searchesorclicks,thereadilyavailabledatafocusesattentiononwhatishappeninghereandnow.So,whattodo?Struggleon,feelingthattherealgrowthopportunityliesjustoutofsightorgiveinandfocusonthequickwins?Ormaybethereisanotherwaytoreconcilethisdilemma?Despitetheapparentdichotomybetweenshortandlongterm,theirdefinitionsarefarfromclear.Itisnotasthoughwecaneasilysegregateshort-termactivitiesfromlong-term.A‘short-term’pricediscountmighthavealong-termeffectifitgetssomeonetobuyforthefirsttime,thusincreasingtheprobabilitythattheywillbuyagain.Equallyanadcampaigndesignedtobuildpositivebrandattitudesoverthe‘longterm’mightremindanexistingusertobuythebrandontheirnextshoppingtrip.Whatwecansaywithconfidenceisthatsustained,long-termgrowthisrare.OurBrandZ™globalbrandequitydatabaserevealsthatevenwhenanincreaseinmarketshareissustainedoverayear,theoddsarestackedagainstimprovingonthatincrease.Ofthebrandsmeasuredacrossbothaone-yearandthree-yeartimeframe,fewerthan6%ofbrandsgrewmarketshareoverthefirstyear,butonly6in10ofthosehadsustainedthatgainoverthreeyears,andfewerthan1in10furtherimprovedontheirinitialgain.Ouranalysisfindsthatthekeytosustainablegrowthliesinbalancinginvestmentacrossmarketingactivitiesdesignedtoinfluencebehaviouratdifferentpointsinthebuyerlifecycle.6in10...ofthesebrandssustaintheirgainoverthreeyears1in10...furtherimproveontheirinitialgain6%ofbrandsgrowmarketshareoverthefirstyearFewerthanSustained,long-termgrowthisrare5CONTENTS1BalanceyourinvestmentacrossthreekeyactivitiesPa...
