Why CMOs Need to Invest in Brand Equity
Summary
You can’t measure brand investments in a week—but over time, they drive down CAC and scale your brand. Here’s why top CMOs focus on long-term growth.
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Transcript
Getting on the same page with your CFO on, okay, we're gonna make some of these longer term bets, especially on the brand equity side, especially on top of funnel. That's critical to growing your brand over time and scaling your brand. And it's also critical to driving down customer acquisition costs over time.
We talk about Preston at Chubbies all the time. And this is kind of the conversation I envision him having with his CFO. It's just like, we've got to switch from direct response to more brand equity initiatives. And these are not things you're going to be able to measure in the next seven days. But over the next six months to a year, they're really going to drive down our CAC.
Exactly. So getting on the same page with what your thesis is around measuring success of those initiatives over time is what's critical. It's okay that you can't measure direct response ROI over a short horizon, as long as you both are on the same page. Are these marketing initiatives having the positive impact on the brand and helping us scale better?