3. Brand building will be our focus in 2020. How do we do that again? Tl;dr: Marketers to pivot back to brand, don’t know how. Following on from our friends at GoDaddy, the good folks over at WARC recently published a report stating that marketers intend to pivot back to brand this year. Which makes sense, as the overwhelming focus in recent years on short-term ROI, personalization, digital performance marketing and the unhealthy fetishization of efficiency at the expense of effectiveness hasn’t worked out so well. However, in reading the article, it struck me as profound that 1 in 3 senior marketers state that they don’t know how to build a brand. Now, there could be many reasons for this. It could be that they feel the methods for building brands are changing and they’re not on top of them, or it could be that they’re concerned by the notoriously difficult to measure effects of brand on the business. But my suspicion is that corporations have pivoted so hard toward digital and performance marketing, that there just aren’t that many marketing executives left who are experienced in building brands. I could easily be wrong, but if not, it’s a fairly sobering thought. For a subject that’s been studied, written about and executed for over 60 years, you’d think we’d have a better body of knowledge available to marketers on brand-building. I mean, we typically require others at senior levels in the organization to have professional qualifications, so why not marketers? Subliminal hint: Email me. I’m delighted to help with brand-building, even if you’re from GoDaddy. Maybe especially if you’re from GoDaddy.
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