The rebalancing of marketing strategies before the pandemic by brands like Gap and Adidas speaks to an important recognition: Building and maintaining a brand takes more than simply maintaining sales. That’s because any brand’s existing customer base won’t generate enough incremental sales to meet most long-term growth goals.
Importantly, upper-funnel marketing efforts are a lever to drive sales. They also generate an array of ancillary benefits that can drive the efficiency of sales activations. This paper delves into the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
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