Proving Brand Marketing’s Commercial Value

Brand marketing is a fundamental pillar of everything marketing does. This includes evoking a brand’s promise, strengthening its positioning and carving out an identity. However, in the context of tightening marketing budgets, gaining internal buy-in for brand investments is challenging. According to Gartner research, investment in brand marketing has experienced a sharp decline over the last five years, decreasing by over 40% in relative terms as a proportion of total revenues. Thus, both chief marketing officers (CMOs) and communications leaders must be able to sell the case internally in a way that reframes internal stakeholders’ perceptions of brand marketing. Join this complimentary Gartner marketing webinar as a Gartner expert explores what brand marketing is and its commercial relevance, and how heads of marketing and communications can reconcile the relevance of brand marketing key performance indicators (KPIs). You will walk away from this session with answers to your vital questions and recommended actions to help you achieve your goals.

• Explore a best-practice-inspired approach to demonstrate brand marketing's impact

• Gain valuable insights on securing internal buy-in 

• Get guidance on selecting impactful brand marketing KPIs

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