What separates brands that grow from brands that stand still

"Winning brands invest with intention and confidence, increasing their marketing budgets by an average of 30% year over year, while only 17% of lagging brands grew their budgets."

"High-growth brands view marketing as a value generator rather than a cost center, resulting in compounding returns over time and improved returns during active campaign weeks."

"Research from McKinsey shows that a full-funnel strategy generates 15%-20% higher marketing ROI on average, emphasizing the importance of better alignment over higher spending."

Brands achieving at least 5% growth in sales and net present value invest purposefully across the marketing funnel. Winning brands increased budgets by 30% year over year, while lagging brands often cut spending. High-growth brands view marketing as a value generator, leading to improved returns. They allocate nearly 40% of budgets to digital channels and embrace a full-funnel strategy, resulting in 15%-20% higher marketing ROI. Successful marketers ensure awareness efforts support downstream conversion, rejecting the false dichotomy between brand-building and performance.

Read at Digiday