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CEO: "Let's build a brand." Also CEO: "What's the ROI by next quarter?" 🤦♀️ The best brands? They play the LONG LONG game: - Red Bull owns Formula 1 teams - HubSpot invested years in free education - Gong built a media empire with data edutainment Notice what they all have in common? None of these plays had: "Immediate ROI" But that's exactly WHY they worked. 📌 My 0.02 on this: So many B2B companies make the same mistake. They SAY they want to build brand / digital PR. But their actions show they want quick wins. Friendly reminder: You can't build a real moat in 90 days. You can't become trusted overnight. You can't rush brand equity. Play the long game. Invest in your brand ✌️ -- 👋 P.S. Have you felt this pressure? How do you manage it?
the taste of immediate results is yet sooo savory ..
without brand awareness and being on top of mind, a "brand" struggles and limps on to get leads and sales
Love the examples, but let's address the elephant in the room: payroll. The most successful brand builders I’ve seen run parallel tracks - one focused on immediate revenue (keeping the lights on) and one aimed at long-term brand equity. You can’t play the long game if you don’t survive the short game.
Couldn't agree more. I worked years as a brand manager and believe whole heartedly that building a brand - it's a long game.
Bringing the UX mentality to the Communications department | Marketing Coordinator at Time2Market ♾️
4dI don't understand why people love to pretend that the ultimate goal of any marketing isn't sales... It's okay to admit that even though the goal of your current campaign is to get your brand's name, USPs, values, whatever it may be, in front of as many eyes as possible, the ultimate target is that this brand awareness directly translates to warmer leads, which you can then target with more relevant content. Nobody wants to be top-of-mind because of their ego [or, on the contrary, because they want their audience to buy *today*]. They want to be top-of-mind, so *when* the moment comes that their audience has a need for a product like theirs, the audience already knows *who* they'll buy it from. Sales isn't the enemy. We're on the same team. Now, CEOs who don't value the long-term investment that marketing is, that's a different story...