Is Now the Time to Bring Back Brand Investment?


As clothing retailer Abercrombie & Fitch reveals record first-quarter profits credited to honing in and “defining what each brand stands for”, is the financial services sector suffering from chronic brand underinvestment?

Market trends are increasingly chasing measurable metrics, quantifiable results and immediate instant hits, but as marketers focus more on tracking and tracing every metric available do they do so at the detriment of good brand marketing?

In this session our marketing experts will examine the shift towards short term performance marketing and the long-term implications of this trend, along with whether brands should be looking at reincorporating strong brand marketing into their business strategies.



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