A measurement-focused

approach to brand building

for digital native businesses
Contents
Introduction 3
Foundation: Take a data-driven approach 6
Ideas in action: Treatwell 8
Timing: Build your brand at all stages 9
Focus: Tackle branding and activation together 11
Ideas in action: Transferwise 13
Channels: Use digital media to brand build 14
Budget: Invest long-term in brand building 16
Ideas in action: Just Eat 18
Creative: Test new ideas while being consistent 19
Ideas in action: Happy Socks 21
Organization: Nurture a test-and-learn culture 22
Conclusion 24

A measurement-focused approach to brand building | 2

Introduction

Brand building is a powerful way for

digital native firms to drive growth
and increase long-term value.
Brand building refers to creating mental
structures that predispose potential customers
to choose one brand over another.1 A strong
brand helps digital businesses separate
themselves from the competition and develop
enduring loyalty, just as they help traditional
businesses do the same. However, digital firms
cannot simply take the conventional approaches
to brand building and expect to succeed.
To effectively build a brand, businesses must
account for how everything from audience
behaviors to marketing channels are rapidly
evolving. And as mobile devices become
more enmeshed in daily life, understanding
how people are using mobile throughout the
day can help inform marketing strategies.

To conduct the research as a basis for this white

paper, Facebook partnered with MTM to investigate
digital native businesses and understand their
marketing approaches, experience and the key
factors that drove their success. MTM is an
international research and strategy consulting firm,
focused on media, technology and advertising. More
information can be found at www.wearemtm.com.

1
Adapted from Media in Focus, Marketing Effectiveness
In The Digital Era, 2017 (Les Binet, Peter Field)

A measurement-focused approach to brand building | 3

Digital native firms are modern businesses, and they
require a modern approach to brand building.
Facebook has seen the success of many digital native marketers on our platforms, but what exactly
does a modern approach look like? We examined a range of current research and interviewed
digital native firms, VCs and agencies to understand how successful, fast-growing digital
businesses tackle brand building. With this research, we aim to enable economic opportunity by
finding insights that help inform marketing decisions and ultimately help businesses grow.
In this paper, we explore the overarching, test-and-learn methodology that thriving digital firms have adopted
to build their brands as well as the specifics of timing, focus, channel usage, creative development, budgeting
and organizational structure. Testing is also at the core of how we build our family of apps. We are confident
that testing matters for marketing and that even less than optimal results can still inspire the next win.
This modern, data-driven approach to brand building can help marketers at all levels of maturity
gain a significant edge over their competitors and set themselves up for ongoing success.

A measurement-focused approach to brand building | 4

To understand how successful digital native
firms approach brand building, we interviewed:

Distinctive sock and

other clothing brand

Fitness apparel and

accessories brand

Financial services company offering

international money transfers, multi-
currency accounts and debit cards

Online food order and

delivery service

Financial services company

offering current accounts

Online booking platform for

hair and beauty services

Commerce platform empowering

small business to take payment

Marketing technology agency

Ergonomic footwear brand

Venture capital company

Venture capital company

A measurement-focused approach to brand building | 5

FOUNDATION

Take a data-
driven approach
Brand building is often not as simple
to evaluate as other efforts, such as
activation/direct response, and so it can
be tempting to tackle less rigorously.
That’s a mistake because a data-
driven approach is the foundation of
successful modern brand building.

A measurement-focused approach to brand building | 6


Marketers that have built strong brands for
digital native businesses say measuring and
iterating are essential. Specifically, they cite
these elements as the main components of
an effective brand-building methodology:
Don’t rush measurement
A brand is built over time and often it takes a while
to accurately account for its impact; a short-term
mindset undervalues brand-building efforts.
Track widely
Measure broad business metrics (i.e., sales) that
can be applied across marketing activities as well
as brand-specific metrics such as awareness.
Validate
Triangulate among different measurement
approaches and data sources to confirm results
are accurate and to gain greater confidence.
Embrace digital
It is inexpensive and simple to try new brand ideas
online, so use these channels as a testing ground;
feedback is quick and customer insight can be rich.
Iterate
Try new brand-building approaches,
measure the effects and adapt to ensure
that efforts are driving results.
Dive deeper
Go beyond observational assessments and embrace
causal measurement by using approaches such as
brand lift, geo tests and smart marketing mix modeling.
Build the right team
Ensure team members feel comfortable with
data; nurture an open culture that values
measurement as well as brand experimentation.
A long-term test-and-learn mindset is essential
for digital native firms because it informs every
aspect of successful brand building, from timing,
focus and channel selection to budgeting, creative
development and organizational structure.
Insight
A long view is necessary
when brand building
When Oracle Data Cloud analyzed the
results of CPG brand campaigns, it found
that for both large and small brands, longer
campaigns (around 10+ weeks) drove
higher lift in the number of households
buying relative to shorter campaigns.2
Additionally, only 47% of a campaign’s impact
was realized in the first four weeks.3
CONSISTENTLY VALIDATE
YOUR ASSUMPTIONS
“Constantly check that the measurement
you’ve set is right. Always be doing
tests to check your assumptions.”
- ALEX MILLER
Founding Partner, Byte London
USE A RANGE OF
MEASUREMENT APPROACHES
“We combine econometrics with
experiments; using both approaches
gives us more confidence in the results.”
- CHRISTOS STAVROPOULOS
Digital Director, iZettle
2
Oracle Data Cloud analysis of 183 U.S. CPG
Facebook campaigns, 2017-2018. Lift in the number
of households buying at 85% (small brands) and
95% (large brands) level of confidence.
3
“How Ads Still Generate Revenue After a
Campaign Ends” by Oracle, 2018.
A measurement-focused approach to brand building | 7
Ideas in action

Treatwell, an online booking platform for hair

and beauty services, takes a measurement-
first approach with its marketing efforts,
including its brand marketing.
The firm starts by tracking all marketing
activities in terms of metrics, such as sales and
profitability, so there is a clear understanding
of how efforts map to business results.
This is coupled with a running quarterly
assessment of key markets to understand the
impact of its brand marketing specifically.
The foundations of Treatwell’s approach are
good data, consistent verification and a focus
on finding key insights when analyzing results.
“We spend a lot of time trying to get the data
we need for attribution—and we’re very careful
about what we’ll consider reliable,” says Treatwell.
“Often we rely on two or three different sources,
triangulate between them and pay attention to
the trends as well as the numbers themselves.”
As part of its meticulous test-and-learn
approach, the firm has developed a causal
impact model to assess the incremental effects
of different marketing channels. This model
was tested on digital channels first to more
easily compare against other data sources.
Treatwell has also focused on ensuring that all of
its advertising campaigns present a consistent
brand message. By combining this high-level fidelity
to core attributes with a commitment to rigorously
measuring every marketing effort, the firm has
been able to efficiently build a strong brand.

A measurement-focused approach to brand building | 8

TIMING

Build your brand

at all stages
One misconception that digital native
businesses often have about brand building
is that it can be postponed until after
the initial rush of customer acquisition
is complete. Another misconception
is that once a brand is established,
little additional effort is required.
The truth is that brand building
is necessary from the start and
should be an important area of
focus at all stages of maturity.

A measurement-focused approach to brand building | 9

Those that have built strong digital brands
say efforts should span the entire life Insight
of the business and across all areas. Key
approaches recommended include:
Repeated exposure builds brands
Start early A study of live ad campaigns found that going
Brand building should not be postponed.
It is particularly important at early stages
as far as doubling the frequency of digital
when facing stiff competition, scaling up brand-focused ads maximizes impact.4
rapidly or launching disruptive offerings.

Test early
Brand building from the start allows for additional
opportunities to measure, learn and iterate.

Brand build through the funnel

Don’t think of brand building as impacting only
BE BRAND FOCUSED AT ALL TIMES
part of the customer journey. It affects all stages,
from sparking demand to inspiring referrals.
“Short term performance doesn’t
mean you have to sacrifice the
brand. You can run campaigns
Approach branding holistically nicely, in the right way.”
Think beyond media. A brand is the entire
experience, so account for it in every aspect of the - MARC VERSCHUEREN
business, from product to customer service. Online Marketing and Sales Director,
Happy Socks

Don’t let up
Increased brand focus at later stages can help
raise awareness with new audiences, influence
existing perceptions and drive fresh growth.

When it comes to the timing of branding,

there is no beginning and no end. A successful
brand is never fully “built;” rather, it is
always building, with a strong focus from the 4
“Cross-Media Ad Effectiveness Study”
start and constant iterations over time. by IAB and Research Now, 2017.

A measurement-focused approach to brand building | 10

 FOCUS

Tackle branding
and activation
together
Digital native businesses sometimes think
that brand building is not as important as
activation. This view is understandable;
with intense demands to grow revenue
and prove interest in offerings, focusing on
branding can feel like a luxury compared
to directly encouraging action.
However, what firms often overlook is
that brand building and activation
complement each other in important
ways at all levels of maturity.
A strong brand can aid in everything
from increasing the likelihood of an initial
purchase to encouraging repeat sales. It can
also help to command a pricing premium
because consumers are willing to pay more
if they recognize and trust a brand. In 24
out of 25 independent ad tests, the brand
advertising on Facebook was able to charge
a premium while maintaining market share.
Immediately after advertising, brands were
able to charge an average of 39% more
without losing any buyers to competitors.5

5
“Implicit Brand and Price Preference Study”
by Sentient Decision Science (Facebook-
commissioned study of 49 ads; 15,600 people
ages 21+ in US), December 2018 - January 2019

A measurement-focused approach to brand building | 11

 Insight

An effective brand helps every

aspect of the business
An in-depth review of academic research
found the benefits of a strong brand include:6
• Increased overall marketing effectiveness
When it comes to tackling brand
building and activation in tandem, the • Improved perceptions of
firms we spoke with cited benefits product performance
and suggested taking these steps:
• Greater customer loyalty

Acquire audiences efficiently • Less vulnerability to actions

Good storytelling sparks curiosity. Brand taken by competitors
building makes audiences more receptive to
outreach and reduces the cost of acquisition. • Better margins and greater price elasticity
• Additional brand extension opportunities
Boost the likelihood of action
People are predisposed to buy from familiar
firms. Strong brands build memory links and
increase the chance of purchases being made.

Push through the plateau

Digital native firms often hit a point where activation BRAND BUILDING IS
efforts plateau. Investing in brand building is PERFORMANCE MARKETING
an effective way to attract new audiences.
“Our brand is at the heart of our
strategy for making our performance
Measure brand equity channels work a lot harder.”
A short-term performance-only mindset undervalues
the importance of brand building. Account for - BEN CARTER
the impact of brand equity over the long term. Marketing Director, Just Eat

Digital firms should not think of “brand” and

“performance” marketing as being separate things
—campaigns can and should have elements of EVERY CAMPAIGN IS AN
both. Fundamentally, while activation and brand OPPORTUNITY TO BRAND BUILD
building sometimes have different time frames
and levers, they still have the same overall goals. “All marketing activities should
help build the brand.”
- PATRIK HEDELIN
Managing Partner, eEquity

6
“The Marketing Advantages of Strong Brands”
by Steve Hoeffler and Kevin Lane Keller,
Journal of Brand Management, 2003.

A measurement-focused approach to brand building | 12

Ideas in action

TransferWise offers quick and easy money

transfers at a low cost with transparent
fees. The firm is relentlessly focused on
measuring and optimizing performance,
including with its brand campaigns.
This begins with attributing conversions
via a first-touch model, which are validated
through comparisons with third-party sources
and its own surveys. TransferWise also uses
incrementality testing, based on observational
techniques, to evaluate brand campaigns. Taken
together, these sorts of disciplined assessment
approaches help the firm understand the true
business impact of its marketing efforts.
“We know we can drive awareness with
upper funnel campaigns, but the challenge
is being clear about how this drives
customer growth,” says TransferWise.
Through in-house models, third-party tools and a
variety of measurement approaches, TransferWise
is able to gain a more certain view of campaign
performance. And based on these insights, it can
better optimize its marketing spend. For example,
over time the firm has come to rely heavily on
cost-effective digital channels, such as social
media and paid search, not just for activation
but to accomplish goals throughout the funnel.
Measurement and optimization go hand in hand for
TransferWise. By understanding how its marketing
efforts are impacting business results, the firm
is able to find the most effective approaches
by reallocating spend, assessing the impact of
these changes and then reallocating again.

A measurement-focused approach to brand building | 13

CHANNELS

Use digital media to brand build

The traditional view on brand building has been that primarily offline channels should be utilized.
This is, in part, because conventional media was how brands were built in the past, but it’s also
because the measurable nature of online media makes it feel more performance focused.
The truth is that digital channels are highly effective for
brand building—especially for digital businesses.

A measurement-focused approach to brand building | 14


Marketers are increasingly realizing they do not
have to follow the established approach and
digital-first businesses can brand build with
digital channels. To effectively build a brand
online, the firms we spoke with recommended:
View digital as more than activation
Detailed metrics can make online media feel
solely action-focused. Remember these channels
are powerful brand-building tools too.
Take your time
As with traditional media, brands are built on
digital channels over time. Take a long-term view of
branding efforts and encourage repeated exposure.
Account for mobile
People react emotionally to most mobile ads
within 400 milliseconds.7 Strategize how to convey
brand messages quickly in this mobile-first era.
Mix it up
Strong brands are built through a multi-
channel approach. Experiment with everything
from social ad campaigns and organic
content to traditional media and PR.
Measure and iterate
Measurement is the key to channel optimization.
Track all efforts and regularly evaluate the mix
to find the optimal approach for your brand.
Adopting digital channels does not mean
abandoning traditional channels; it simply
means adding more tools to the brand-building
toolbox. Incorporating the full range of online
approaches—from paid media to content
marketing—enables modern firms to build brands
more quickly and efficiently than in the past.
Insight
Digital channels build brands
A study of nine firms’ digital campaigns
found Facebook advertising measurably
boosts awareness and shifts brand
perceptions over a 6-month period.8
THE IMPACT OF DIGITAL BRAND
EFFORTS STEADILY BUILDS
“Exposure to Facebook ads clearly
increases brand awareness, and the
awareness effects seem to build over
time, as good brand effects should.”
- LES BINET
Head of Effectiveness, adam&eveDDB
SOCIAL CAMPAIGNS CAN SPARK
CURIOSITY AND CONVEY VALUE
“Social is key for us. It’s a big channel
for driving awareness. In reality most
people aren’t looking for us, we need to
capture their attention and get them to
understand the value they get from us.”
- TOM HILLMAN
Head of Paid Social, TransferWise
7
“Cognition Neuroscience Research Project”
by Mobile Marketing Association, Advertising
Research Foundation and Neurons Inc., 2019.
8
Facebook Brand Lift Study of nine campaigns
in the US and the UK, Apr–Aug 2018
A measurement-focused approach to brand building | 15
BUDGET

Invest long-term
in brand building
When it comes to brand building, firms
sometimes believe there’s a shortcut to
success that involves less investment
and will achieve results more quickly.
In truth, as with other types of
businesses, building a strong digital
native brand requires significant
spend over a long period of time.

A measurement-focused approach to brand building | 16


Allocating just a bit of budget for a short
time reduces effectiveness and increases the
likelihood of wasted resources. Businesses
that have built strong digital native brands say
they’ve done so by committing over the long
term and maintaining their investment. Some
specific budgeting approaches recommended
by the firms we spoke with include:
Don’t underfund
Spending just a bit on brand building is not likely to
get you far. Successful businesses often allocate a
significant share of budget to brand marketing.
Find the right investment level
While there are many rules of thumb about how
much to spend—e.g., half of your budget—the
optimal level varies by firm, stage and vertical.
Be patient
Brands are not built in an instant. Establishing a
unique identity and creating lasting memory links
with consumers takes iteration, repetition and time.
Make spend more efficient
with digital channels
To make your brand budget go further,
maximize impact by combining channels. For
example, there is a “kicker” effect of 60%
higher ROI when adding digital to TV.9
Continually optimize the brand budget
Do not simply allocate spend to specific areas
and disengage. Consistently measure and refine
to make the most of your investment.
When it comes to brand building, the key is
perseverance. It takes time to determine the right
approach, reinforce messaging with audiences and
optimize spend. While this may seem daunting, the
payoff is worth it. A strong brand will make every
area of the business more efficient and effective.
Insight
Firms invest heavily
in brand building
By some estimates, half of total advertising
spend goes to branding and half to activation.10
BRANDS ARE BUILT OVER TIME
“We don’t do things just for a
short-term return. Everything has
to be on-brand, otherwise it will
harm the brand in the long-term.”
- MARC VERSCHUEREN
Online Marketing and Sales Director,
Happy Socks
MEASURE EFFECTIVENESS
AND OPTIMIZE SPEND
“We use channels based on which stage of
the funnel they are suited to and allocate
budgets based on their ability to drive the
KPIs we set at that stage in the funnel.”
- CHRISTOS STAVROPOULOS
Digital Director, iZettle
9
“Advertising across platforms: Conditions for
multimedia campaigns: A method for determining
optimal media investment and creative strategies
across platforms,” by Jasper Snyder and Manuel Garcia-
Garcia, Journal of Advertising Research, Dec 2016.
10
Enders Analysis using Advertising Association data,
as cited by Binet and Field in “Media in Focus:
Marketing Effectiveness in the Digital Era,” 2017.
A measurement-focused approach to brand building | 17
Ideas in action

Just Eat is an online food order and

delivery service that has built a strong
brand through a multi-channel strategy
and consistent investment over time.
This approach starts with data: The firm
uses a range of attribution, scenario planning
and econometric tools to optimize its
marketing channel mix. Spend is allocated
based on impact at different stages of the
funnel and how well different channels
engage target groups at each stage.
“Our marketing strategy is an audience-
first approach,” says Just Eat. “We have five
macro-segments, layer a micro-segmentation
on top of this and think about a channel
mix for each of those audiences.”
Just Eat finds efficiencies by using a broad channel
mix: The firm relies heavily on social media and
other cost-effective digital platforms to engage
audiences throughout the funnel while finding
economical ways to experiment on traditional
media with addressable and regional ad buys.
This data-driven, audience-first, multi-
channel approach is coupled with strong
investment: The firm devotes 60% of its
marketing budget to brand efforts.
By combining a significant spend level with a
continually optimized multi-channel strategy,
Just Eat ensures that its brand-building efforts
are both highly effective and highly efficient.

A measurement-focused approach to brand building | 18

CREATIVE

Test new ideas while

being consistent
Every brand is unique, with its own set of attributes
and target audiences. This means that when it
comes to developing creative, the specifics of
what works inherently vary from firm to firm.
That said, there is a general approach that tends to
work well: Effective brand-building creative is often
forged from a test-and-learn process that strikes
a balance between freshness and consistency.

A measurement-focused approach to brand building | 19

These elements go hand in hand: Combining
experimentation with a steady identity
is what produces a strong brand that is
also ever-evolving. To accomplish this,
the firms we spoke with recommend:

Test, test and test

When it comes to brand creative, it is not enough Insight
to have a gut feeling. Consistently testing ideas
is the only way to truly know what resonates.
Different versions help
Compare apples to apples
As you evaluate creative strategies, ensure you are
hone creative
testing using the same outcome across creatives.
A study of nine firms’ Facebook campaigns
found those that utilized multi-unit ad
Develop a high-volume of creative sets (i.e., those that included variations)
In order to test which media is most effective, received a higher brand lift.11
you need options—lots of them. The more
creative there is, the more data there is.

Iterate on digital
Use online channels as a low-cost testing ground
for new ideas. Once you know what’s succeeding,
then you can scale to offline channels.
MAINTAIN YOUR CORE
BRAND ATTRIBUTES
Stay focused on strategy
When testing brand creative, don’t get lost in the “You need to be completely joined-up
details. Concentrate on experimenting with ideas and have a consistent message across
rather than variations that aren’t significant.
channels. If you don’t, customers
will get confused and confusion
Don’t rest on your laurels leads to lower conversions.”
It’s not enough to find an approach to
creative that works and stick with it. Keep - ALBERT ABELLO LOZANO
introducing new brand ideas to stand out. Growth Marketing Director, Treatwell

Keep the core consistent

Maintaining key attributes contributes to creative
effectiveness. It helps consumers recognize the brand
and build attachments over time and channels.

Experimenting with fresh ideas while keeping the

foundations of a brand the same is not easy. That’s
why testing and iteration are so important. By
utilizing low-cost digital channels and seeing how
audiences react to different creative, firms can 13
Facebook Brand Lift Study of nine campaigns
hone their approaches and find the right balance. in the US and the UK, Apr–Aug 2018

A measurement-focused approach to brand building | 20

Ideas in action

Happy Socks is a retailer that has built a

highly distinctive fashion brand through
a wide range of creative approaches.
The firm committed to brand building from
the start and has been continually open to
experimenting with different ways of attracting
attention in a competitive clothing market.
Happy Socks has used a mix of creative
digital approaches to engage audiences,
including brand videos shared on social
platforms, collaborations posted by fans
and direct response ads on Facebook.
This experimentation has gone hand in hand
with keeping its branding consistent across all
creative and across all channels. The firm has
resisted the urge to compromise for short-
term gains and has focused on telling an
authentic story as part of every campaign.
“Consistency is key,” says Happy Socks.
“Whatever you do, stick to what you stand for.
Be consistent in whatever you are going for.”
Combining consistency with iteration has
been the key to success. Happy Socks has
built a strong brand by embracing creative
experimentation while making sure it never
strays from its essential attributes.

A measurement-focused approach to brand building | 21

ORGANIZATION

Nurture a test-
and-learn culture
It’s impossible to take a modern
approach to brand building and tackle
timing, channels, budgeting and creative
development effectively if your firm does
not have the right people and mindset.
To build a strong digital brand,
you first need to build a data-
first organization that embraces
experimentation and measurement.

A measurement-focused approach to brand building | 22

 Insight
The right expertise, company culture,
team structures and leadership are key to
effective brand building. Specifically, firms Firms that measure more
that have built strong digital brands suggest
taking these organizational approaches:
find more success
The most mature companies in terms of
measurement are 4X as likely to exceed business
Ensure leadership support
Create the right culture of leading by goals, grow revenue and gain market share.12
example. Let insights, not ego, drive decisions.
Team members should feel enabled to set
direction based on data not directives.

Build the right team

Hire people who are comfortable with data
and measurement; ensure team members have
competencies in marketing analytics and data science.
BUILD AN EXPERIMENTAL CULTURE
Staff up early “A key thing you need is a strong
It’s not enough to hire the right people—you also experimental culture. [Be] disciplined
need to hire enough people. Prioritize data scientist on what you’re aiming for, defining
and measurement expert headcounts from the start.
experiments clearly and getting the results.”
- NIC BRISBOURNE
Nurture a test-and-learn culture Managing Partner, Forward Partners
Embrace brand experimentation. Encourage
employees to view “failures” as valuable
opportunities to further understand and iterate.

Avoid misalignment
Ensure brand insights and expectations are
clearly shared across teams, especially as the HIRE THE RIGHT STAFF EARLY ON
organization grows and silos inevitably develop.
“[Our] advice to early-stage businesses
would be to start building out a strong
Control the brand in-house analytics and measurement function
Keep ultimate responsibility for brand development
in house but consider outsourcing support and
in-house. It will save a lot of time
tactical capabilities to external agencies. and money in the long run as you’ll
know what is and isn’t working.”
The key is culture: Firms that have the - TOM HILLMAN
Head of Paid Social, TransferWise
organizational aptitude, structure and mindset
to continually test and learn will steadily iterate
toward finding the most effective brand-building
approaches. To foster this culture, full support
from leadership is crucial; without it, testing and
learning will look like an unnecessary indulgence
rather than the foundation of success. 12
“The Measurement Advantage” by Bain & Company, 2019.

A measurement-focused approach to brand building | 23

Conclusion
Digital native firms are ideally suited
for modern brand building. In other
areas, these businesses already tend to
embrace fresh channels, jump in early,
continually measure, maintain a relentless
focus on improvement and have an
organizational willingness to experiment.
Digital firms simply need to
extend this rigorous and iterative
mindset to brand marketing.
Effective brand building for digital natives is
rooted in starting early, investing over the
long term, coupling efforts with activation,
utilizing online channels, testing creative,
hiring analytics-focused staff and—most
of all—building a test-and-learn culture.
By taking this forward-thinking committed
measurement-focused approach, digital
native firms can build strong identities that
attract valuable audiences, create clear
differentiation and spur exceptional growth.
Key Takeaways
Testing and learning are essential
The foundation of effective modern brand building is
a data-driven measurement-focused approach.
Don’t wait and keep going
Brand building should be an important focus from the start
and efforts should continue through all levels of maturity.
Tackle brand building and activation in tandem
Brand marketing and performance marketing are not separate;
the two should be thought of as working hand in hand.
Embrace digital channels
Digital channels are highly measurable, cost-effective
tools for brand building. Online media should be at
the forefront of a multi-channel approach.
Give it time
Brand building is accomplished through steady and
continual investment. Keep in mind that the full effects
of brand marketing can take a while to become clear.
Balance freshness and consistency
To develop effective brand-building creative, test fresh
approaches while maintaining brand consistency.
Build a data-first organization
Hire people with a competency in analytics,
avoid misalignment on the brand, and nurture a
culture that embraces experimentation.
A measurement-focused approach to brand building | 24