Getting buy-in for brand: A breakfast with Avinash Kaushik

Are you struggling to make the case for brand investment?

Rising performance media costs and an over-reliance on short-term performance marketing tactics mean many brands are looking to invest more into brand. However, it can be difficult to measure the long-term impact of brand building, meaning many marketing leaders face an uphill battle getting buy-in. In fact, according to Croud's research, 1 in 5 marketing leaders don’t think their executive team understands the long-term business value of investing in brand building.

We held an exclusive breakfast session, led by Avinash Kaushik, Chief Strategy Officer at Croud and renowned marketing strategist. Avinash shared actionable strategies for quantifying brand impact, connecting it to performance, and securing leadership buy-in.

At the breakfast roundtable, attendees learned how to overcome common challenges like:

• Convincing finance or commercial leads to allocate more budget to brand efforts
• Demonstrating brand media's value when past efforts fell short
• Developing a robust measurement approach for brand marketing
• Bridging the gap between brand and performance channels.

This session equipped everyone with an understanding of how to quantify brand's contribution to revenue and market share growth. We also shared our latest guide which helps marketing leaders to prioritise and secure investment, which you can download here.