Just had a convo about this yesterday with a fellow brand strategist and friend trying to start her freelancing business. I firmly believe a strong brand is more important than ever, but it just feels like clients aren’t prioritizing it… Feels like we’re trying to sell something no one wants to buy, but I do think it’s more of an indicator of a volatile economy more than anything else - like you said, everything is about short term results. I don’t know the answer, but I think one method to explore is the more we can tie how much easier it is to move faster and get short term results when you have a good brand
That's a great point. Leaders might listen if they can see how brand helps them in the short-term! We've also tried reframing brand as differentiation, which sometimes resonates with the right crowd.
So much of this resonates with me, and I’m an in-house marketer - everything has become about leads and money since the company was acquired. Investors want what they want, and whilst I understand it, I don’t think brand should be overlooked/forgotten about just because it’s deemed not to be instant. Hitting my head against brick walls daily, I’m losing the will to fight.
Sending you strength (and a helmet for all the wall-hitting)! I remember those in-house days when brand got sidelined because it wasn't deemed an "efficient" channel. Sigh.
Just had a convo about this yesterday with a fellow brand strategist and friend trying to start her freelancing business. I firmly believe a strong brand is more important than ever, but it just feels like clients aren’t prioritizing it… Feels like we’re trying to sell something no one wants to buy, but I do think it’s more of an indicator of a volatile economy more than anything else - like you said, everything is about short term results. I don’t know the answer, but I think one method to explore is the more we can tie how much easier it is to move faster and get short term results when you have a good brand
That's a great point. Leaders might listen if they can see how brand helps them in the short-term! We've also tried reframing brand as differentiation, which sometimes resonates with the right crowd.
Glad to be in the muck with you, Brandy!
So much of this resonates with me, and I’m an in-house marketer - everything has become about leads and money since the company was acquired. Investors want what they want, and whilst I understand it, I don’t think brand should be overlooked/forgotten about just because it’s deemed not to be instant. Hitting my head against brick walls daily, I’m losing the will to fight.
Sending you strength (and a helmet for all the wall-hitting)! I remember those in-house days when brand got sidelined because it wasn't deemed an "efficient" channel. Sigh.