Brand marketing is often seen as having a "fuzzy impact," with stakeholders frequently holding unrealistic expectations for brand influence on short-term outcomes. A significant portion of tech company brand leaders report a lack of understanding of brand across their organizations.
Brand awareness is a crucial "market conditioning" (pre-funnel) activity that complements lead generation programs and fuels company growth, leading to improved performance marketing.
Learn how you can position brand as a strategic lever for product differentiation and organizational growth.