The essence of brand building is to get more people buying your products at a fixed (high) price. Focussing on ‘the now’ alone does not do the trick. You want all category buyers to be familiar with your brand. At the moment of purchase they are far more likely to choose you.
Les Binet, advertising effectiviness expert, has been warning for ‘short termism’ for a while, underpinning it with relevant data and sound research.
Binet is fighting the reframe of ROI to ‘just clicks’ too, you can read the whole article here.