Best read yet IMO on this hot topic of Branding. Nicely said, Tom Roach.

The Wrong and the Short of it, published by Tom Roach on July 17, 2020:

https://thetomroach.com/2020/07/17/the-wrong-and-the-short-of-it/

Nuggets pulled directly from the post to spark your interest in reading the full post:

…There are irresistible pressures pulling marketers towards the short term. And there’s also a huge asymmetry in terms of accessibility to ‘performance’ channels vs ‘brand-building’ channels. Google, Facebook, Amazon and other platforms have given millions of businesses of every size and type, easy, self-service access to a giant direct response advertising eco-system. And this universal accessibility is also ensuring there’s a ready and growing supply of ‘performance’ marketing specialists and a dwindling supply of ‘brand’ marketing specialists – a factor that further exacerbates the divide.

…It’s never been more important to make every marketing $ work as hard as it possibly can. We’ve never been more aware that without short-term success there may not even be a long-term for some of our brands. And the best way of securing both will be to embrace the fertile middle-ground that lies in combining the power of short and long-term effects…

…It’s important to say that long-term growth isn’t just achieved by adding up a series of short-term effects. It’s more complicated than simply being additive: it’s a multiplicative, compound effect, which starts slowly but strengthens over time. And whilst all long-term growth actually has roots in the short term, only some kinds of short-term activity also lead to long-term results.