Trying to explain the value of long-term brand building vs. immediate sales conversions is like speaking different languages. Do they just not get it, or am I not explaining it well?

Brand sales are declining, cost of doing business is increasing. Brand allegiance is dead because consumers do not care and/or have amnesia at best. So, yeah immediate sales first then we can discuss growing the brand. In the perfect world these 2 things are the same, and we are able to pitch stuff we have passion for and love working on. Unfortunately they need to make money now, and we are the same people they go to for help with that too.

Modern corporate growth goals = Wall Street in the driver’s seat.

Zero tolerance for far off promises of increased brand equity. Not even sure five year plans even exist for marketing anymore. Were all focused on quarterly and annual goals with zilch given to long term visions other than “we should start playing with AI, I guess.” In the current environment I would hardly be surprised if you counted “annual” as long-term brand building.

TL;DR
feed me now!

Ask them which exact Coca-Cola ad made them buy their last soda. Which exact Porsche ad made them want that car. Which exact iPhone ad made them buy the phone in their hand. Which exact Google ad made them use Google search.

Some get the value. But everything does need to balance those things mentioned above.

Sometimes it helps to discuss the purpose of each part of the ad and this is where Omni channel and funnels and ecosystem stop being dirty words. If you show how it’s all going to work together, it’s possible to sell some of the stuff you’re talking about.

But you have to be honest with yourself why you want to make it. Cooler creative in a vacuum isn’t helping. But if it’s cool for a purpose and has a role, it’s easier to argue for it.

As everyone has said, they lose their jobs if they don’t sell. So you have to show them how creativity can help them do that. And it def takes time to establish the relationship and credibility to do that.

Nah they don't want to get it. I struggle with the same.

Here's what I'm catching on to. It's their KPIs. Gotta protect that.

Me: Did we just become best friends?
You: Yup!

These brand managers are trying to hit targets in the short term. They know they won’t be at the job by the time long-term brand building begins to “pay off” in a couple of years, so why would they bother? Especially if done right, spending a lot of money and taking the time hardly seems worth it when everyone is working for the quarterly earnings report.

All people want is to make their own impact, and when their plan is to bounce in 18 months then short term results is the only aim. What these pricks don’t realise is that long term brand building alongside short term sales marketing is a win for everyone.