Peter Field | Long-Term Brand Building

Posted 31 July 2019.

If you missed Peter Field’s presentation back in September, watch it here now!

Peter builds on and expands 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 favor of building brands and shows us how to do this.

With the latest 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 presentation here.

Watch Peter’s presentation here: