Beyond metrics: Trust is crucial to brand building
What do global brands like Google, Coco-Cola and Apple have in common? Other than being instantaneously recognisable by their corporate identity, they each own over 20% of the worldwide market share in their respective categories.[1] So, why would the likes of Coca-Cola – one of the most recognisable brands in the world with an already-captivated market – spend over $ 4 billion[2] annually on advertising? They understand the critical importance of building consumer trust in a saturated market.
Seeking efficient growth in a tough economic climate, marketing leaders are scrutinising how and where to allocate their paid media budgets. While performance marketing is about driving immediate results and measurable success, brand marketing focuses on building and nurturing the brand for long-t...