In this episode of The Marketing Factory, host Marissa Candy delves into the essential topic of brand investment and how to effectively pitch it to decision-makers. Drawing from her extensive experience as an award-winning marketer, Marissa emphasizes that brand is not just a line item on the P&L but rather a vital asset that builds trust and reduces customer acquisition costs. She shares key strategies for communicating the long-term value of branding, especially in environments where immediate ROI is expected. Listeners will learn how to navigate boardroom conversations, shift mindsets around brand value, and articulate the importance of investing in brand development. Tune in for actionable insights that will help you make a compelling case for your next branding initiative.

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Timestamps:

00:00:00 - Introduction

00:01:02 - Understanding Brand Investment

00:01:34 - Brand as a Long Game

00:02:29 - Five Key Talking Points

00:02:39 - Aligning Brand with Business Objectives

00:03:11 - Using Data to Support Branding

00:03:54 - Brand as a Performance Amplifier

00:04:26 - Framing Brand as an Asset

00:05:19 - Phasing and De-risking the Ask

00:05:52 - Fluency in Business Language

00:06:24 - Building a Compelling Pitch

00:07:27 - Understanding Competitors

00:08:10 - Creating a Strong Foundation

00:09:13 - Selling Business Outcomes