Are Companies Squandering $3.5 Trillion in Brand Value?

Marketers struggle to convince the C-suite to invest more in branding

The tension between performance marketing and branding has created a strategic paradox that threatens sustainable business growth. While company values are becoming more and more important to consumers when it comes to what they purchase, marketers are having an increasingly tough time explaining to C-level executives the nuanced, compounding value of investing in branded advertising.