Sometimes it is better to have the experts say it. Mid 2018 Les Binet already concluded in AdNews: ‘Big data, programmatic and the lack of innovation in brand building measurement has led to marketers being seduced by short-termism, advertising effectiveness expert Les Binet says. Binet, who is head of effectiveness at the UK agency Adam&Eve, said it has become easier to measure the short term effects of marketing, which has pushed marketers towards in over-investing in activations rather than long term brand-building.’
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.