Branding, Marketing, ROI Actually, “creative matters more than it ever did before.” A funny thing happened when when we learned to use data to measure the effectiveness of our branding efforts. It turns out that when we cease to invest in the long term brand perception that is harder to measure, the short term objectives that are easier to measure fall, too. “Brand is a ‘very key element’ in driving profitable growth. ‘You need to be very consistent in terms of what consumers think of your brand and what do you need to change about your messaging and what behavior you want to drive. You need to start with that.’” “For marketers looking to boost effectiveness, Thomas Barta has a simple solution – plan an effectiveness day every six months where marketing and finance come together and look at all the areas of marketing to see where they could do better. “Go through the effectiveness funnel – segmentation, messages, media mix, execution, consistency – and have a look at what you could do better. It’s simple things like this that will raise the bar of effectiveness in companies.” Article: Why Brand Plays a Key Role in Marketing Effectiveness