Brand supports demand, but how does demand lift brand?
As we work towards the next release of our research?program, Brand & Demand Marketing: A Love Story , my colleague Adam Tremblay and I been having a fair number of conversations with clients about brand marketing investment and the oft-proven effect it can have on product and performance marketing.
Few disagree with the premise, although there’s much discussion on the level of impact one might expect, when it will hit—and even how to know it’s happening (i.e., how to measure it).
Demand Loves Brand?
The conversation I also want to have is the other side of the coin—how demand marketing (a.k.a. performance marketing) can help its cousin, brand. Yes, relationships are a two-way street.
One example I often give is that product and performance marketing are closer?to?the action and?connect to?customer behaviors so, if you’re paying close attention, you likely can glean insights that could help you with: the brand equities you want to establish; the value propositions that work with different audiences; and even related areas of pricing and product development.?Further, great performance marketing guides customer decision-making, and everyone wants to feel good about the choice they’ve made.
In a recent client workshop on “brand and demand,” Adam and I asked a group of top global marketers for some help: could they provide some examples where brand helps demand AND demand supports brands? Here are a few they came up with:
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Brand to Demand examples in action
Demand to Brand examples in action
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These are great. Any more? We’re on the hunt. TIA.
Co-Founder & CEO of Little One | Powered by Moms
6 个月Tiffany Chaplin
SVP Marketing unlocking B2B/B2C Demand Generation with Customer Experience ? CMO ? Global Marketing Strategy ? Brand Management ? Performance Marketing ? Digital Marketing ? Market Expansion ? Go-to-Market Strategy
6 个月That Brand / Demand virtuous cycle is achievable in content marketing. Consistent use of your brand identity in your content agenda increases engagement (because your audience more readily recognises your content in their social media feed). What's more interesting is how increased engagement in storytelling grounded in your brand identity (think scrolling through an interactive article) effectively multiplies brand exposure beyond any ad. In other words: brand increases demand, increased demand supports brand. ?? h/t Naomi Y. for showing me how
Strategic B2B Marketing Executive | Driving Demand and Delivering Impact at Scale
7 个月Lots of examples on the digital ad front: Syndicated content campaign using proprietary research is sent to targeted prospects at untapped accounts to drive demand/generate leads; measurable lift in brand awareness and recognition. Ad series to drive demand for a solution using humorous related puns drives high impressions and frequency among target audience; increases brand familiarity and favorability.
Integrated Marketing | Strategic GTM | Brand, Product & Content Innovator | Growth Architect
7 个月Completely agree - demand fosters the end to end relationships that are connected to authentic brand. Client stories, testimonials, customer feedback loops that make brand more client centric. Capturing commercial outcomes that justify continued investment. Such an important perspective - great post!