Brands Need Building | Get The Facts

Posted 28 April 2021.

So you saw the ad and came here, that’s great! But now what was that ad talking about?

The Comms Council invites you to read the mini-book ‘Why Aren’t We Doing This?’ written specifically for NZ advertisers, by renowned UK Strategist, Peter Fields. The book states the facts on why building your brand is the most powerful competitive advantage your business can create. Peter observes the strong trend to short-term activation-focused advertising over the last ten years and discusses the factors that are driving this and the commercial dangers they present. Peter presents the empirical evidence for why brand building is essential for the long-term profitability of your business. We hope the book leaves you considering whether your own business is considering these facts.

Download the book Why Aren’t We Doing This? - How Long-term Brand Building Drives Profitability, by Peter Field

The Comms Council commissioned this book because it saw a trend in the New Zealand advertising market toward short term sales-led campaigns. This trend is something I’m seeing all over the world, it’s very one sided and we know it doesn’t work. Companies who want to succeed should read the evidence and invest in brand building,” says Field.

If we stick to investing behind brand for the long term, balancing this with short-term sales activation and employ the principles outlined in this book, we can expect to succeed,” continues Field.

Field has spent 15 years as a strategic planner in advertising and 20 years as a marketing consultant, he works with blue chip clients worldwide and specialises in the analysis of effective case studies to drive brands and agencies to make better informed brand-plays.

In support of these facts, we also invite you to read or watch the additional resources we’ve provided including:

Check them out in the ‘Related Articles’ below.

Download the book Why Aren’t We Doing This? - How Long-term Brand Building Drives Profitability, by Peter Field