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The Financial Impact of Brand Investments with Greg Silverman of Interbrand

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Manage episode 483847790 series 2112138
Content provided by Sima Vasa. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sima Vasa or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

On this episode, host Sima Vasa talks to Greg Silverman, Global Director of Brand Economics at Interbrand. Greg shares how Interbrand quantifies the financial impact of brand and aligns marketing insights with shareholder value. Drawing from decades of brand valuation work, he explains how research, including discrete choice modeling, bridges the language gap between CMOs and CFOs. He also discusses the power of fast, data-driven solutions in transforming client strategy.

Key Takeaways:

(02:13) Greg’s career journey blends retail, franchising, consulting, branding and tech innovation.
(04:31) Metrics like awareness must connect to growth, EBIT, and share price.
(07:58) Smaller, focused partnerships can deliver faster, more cost-effective solutions.
(09:43) ​​Brand can account for far more value than leaders initially expect.
(11:57) Understanding brand potential unlocks new revenue within specific market segments.
(14:19) Research helps CMOs and CFOs align on brand investment decisions.
(16:00) Traditional marketing metrics no longer justify brand investment alone.
(17:54) Insights must bridge the gap to measurable business impact.

Resources Mentioned:

Interbrand Website

Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

  continue reading

244 episodes

Artwork
iconShare
 
Manage episode 483847790 series 2112138
Content provided by Sima Vasa. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sima Vasa or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

On this episode, host Sima Vasa talks to Greg Silverman, Global Director of Brand Economics at Interbrand. Greg shares how Interbrand quantifies the financial impact of brand and aligns marketing insights with shareholder value. Drawing from decades of brand valuation work, he explains how research, including discrete choice modeling, bridges the language gap between CMOs and CFOs. He also discusses the power of fast, data-driven solutions in transforming client strategy.

Key Takeaways:

(02:13) Greg’s career journey blends retail, franchising, consulting, branding and tech innovation.
(04:31) Metrics like awareness must connect to growth, EBIT, and share price.
(07:58) Smaller, focused partnerships can deliver faster, more cost-effective solutions.
(09:43) ​​Brand can account for far more value than leaders initially expect.
(11:57) Understanding brand potential unlocks new revenue within specific market segments.
(14:19) Research helps CMOs and CFOs align on brand investment decisions.
(16:00) Traditional marketing metrics no longer justify brand investment alone.
(17:54) Insights must bridge the gap to measurable business impact.

Resources Mentioned:

Interbrand Website

Thanks for listening to the Data Gurus podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

  continue reading

244 episodes

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