Marketing Meetup Podcast How to measure and track brand marketing - Dan Fleming, Tracksuit
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May 7, 2025 Dan Fleming, Country Lead at Tracksuit, dives into brand marketing's nuanced terrain. He shares how to make brand efforts quantifiable, emphasizing practical KPIs beyond just reach or impressions. Fleming discusses strategies to track brand impact on budgets of all sizes, and why understanding brand awareness is crucial for performance. He also reveals insights on navigating budget cuts while maintaining brand trust and effectiveness. His expertise shines through real-world case studies, showcasing the powerful link between brand efforts and bottom-line success.
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Brand vs Performance Complementarity
- Performance and brand marketing target different consumer groups: current buyers and future buyers respectively.
- Combining both is essential for growth and long-term brand success.
Communicate Brand Value to Leadership
- Speak to leadership in business terms: growth, cost reduction, and defensibility.
- Highlight how brand builds long-term value through customer loyalty and lowers acquisition costs.
Balance Budgets When Cuts Happen
- During budget cuts, rebalance marketing spend between brand and performance rather than cutting brand entirely.
- Reduce inefficient ad spend like remarketing; reallocate towards brand for long-term growth.