The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.

How do you measure the impact of Brand on your Growth? This webinar addresses how marketers can measure the long-term value of brand marketing.

The session will define marketing capability fit and how it is evaluated in different firms. Further, the panel of CMOs will discuss and debate how they best leverage marketing capability measurements to prioritize specific capabilities. The session will also discuss the payoff from managing marketing capability fit.

The ability to co-ordinate an increasing number of marketing activities led by teams with varied backgrounds is a universal challenge. In this session, we will hear CMOs describe and debate how these challenges should be framed, how to assess their impact and how to initiate action to address them.

In the current economic climate, CMOs are under pressure to define strategic marketing initiatives that are better aligned to deliver exponential business growth. The MMA's Movable Middles Growth Framework is a stock-moving strategy that aligns budgets, channel allocation, and audience targeting directly with ROAS tied to consumers who are more likely to respond to and be impacted by a brand’s advertising. This webinar discusses how targeting a firm's movable middle can outperform a traditional reach plan by more than 50% ROAS.