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Are you looking to take your brand from good to truly effective? In this webinar, we uncover what really drives brand effectiveness — and it’s not just about having a great logo or catchy slogan.
In this webinar, we dive into what truly drives brand effectiveness, from integrating brand and performance marketing, to investing in creative excellence and building a robust measurement framework. With real-world examples, we’ll show you how strategic brand investment delivers both short-term wins and long-term growth.
You will learn how to drive real business results through brand effectiveness, going far beyond visual identity to deliver meaningful impact across awareness, engagement, loyalty, and revenue growth. Led by Rebecca, a Senior Digital Strategist at Impression, this session explores practical ways to overcome the key challenges in measurement, creative development, and experimentation.
Key Takeaways :
- 📊 Brand Effectiveness Measures Performance: Brand effectiveness encompasses the collective performance of marketing activities to achieve overarching goals. By measuring how well marketing contributes to awareness, engagement, and customer loyalty, businesses can align their strategies for better outcomes.
- 🎯 Strategic vs. Performance KPIs: Understanding the distinction between strategic KPIs (long-term metrics) and performance KPIs (short-term metrics) allows brands to better measure their effectiveness. This approach fosters clarity in goals and outcomes, tightening the connection between creative campaigns and business results.
- 💡 Creative Excellence: A significant portion of advertising success correlates with creative quality. Campaigns must resonate with consumers, be tailored to their needs, and consistently align with the brand message across different platforms.
- 🔄 Role of Experimentation in Marketing: Implementing both creative and channel experimentation helps brands to refine their marketing approaches through data-driven insights, guiding them to make more informed and effective resource allocations.
- 🗺️ Building an Experimentation Road Map: A clear experimentation strategy is vital for effective marketing. This includes planning, hypothesis formulation, and thorough analysis of data to drive future creative decisions and marketing strategies successively.
Speaker:
Senior Digital Strategist
Rebecca is part of Impression’s strategy team, supports diverse brands by addressing business challenges through digital marketing. With agency and in-house experience, she collaborates with clients and specialists, leveraging data, insights, media planning, and performance monitoring. Her expertise spans sectors including charity, retail, aviation, and renewable energy.
