Peter Field | Long-Term Brand Building

Posted 29 April 2021.

Watch Peter build on and expand the evidence published in the Commercial Communications Council’s book “Why aren’t we doing this?”

Based on case study evidence from the UK and New Zealand, he presents a strong commercial argument in favour of building brands and shows us how to do this.

With data, he explores the tension between long-term brand building and short-term activation advertising as well as the empirical evidence for why brand building is essential for the long term profitability of businesses.

He 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.

Download Peter’s keynote presentation here.

Watch Peter’s presentation below: