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The big brand comeback
Why focusing on your brand positioning is more important than ever
D E N T S U A E G I S N E T W O R K 2
From performance to brand
D E N T S U A E G I S N E T W O R K
There’s a disconnect in advertising
83%Of the C-Suite believe in the value of
brands to deliver business results
70%Of all advertising growth is in direct
response led campaigns
Source: FT – The board brand rift
D E N T S U A E G I S N E T W O R K
Have Marketers Over-Invested in Performance?Survey of 800 Marketers globally –“Brands have over-invested in performance at the expense of brand”
Source: WARC December 2019
D E N T S U A E G I S N E T W O R K 5
Beware of shiny things
Adidas: “We over
invested in digital
advertising”
D E N T S U A E G I S N E T W O R K 6
Brand marketing as growth enabler
D E N T S U A E G I S N E T W O R K
The really successful brands balance both
Source: “The Long and the Short of it” Les Binet and Peter Field 2013
D E N T S U A E G I S N E T W O R K 8
Brand Experience
D E N T S U A E G I S N E T W O R K 9
Awareness Consideration Purchase Retention Advocacy
PR
Radio/TV/Print
Word of Mouth
Online Ads
PPC
SocialReviews
Blog
DirectMail
ECommerce
Store
Website
Forum
Reviews
Promotions
Blog
Social Network
Newsletter
Sampling
Customer Service
Every single touchpoint is a brand experience
D E N T S U A E G I S N E T W O R K
D E N T S U A E G I S N E T W O R K 1 1
PAID MEDIA
Maximising experience
UTILITY COMMERCE
D E N T S U A E G I S N E T W O R K 12
D E N T S U A E G I S N E T W O R K
D E N T S U A E G I S N E T W O R K 1 4
Contextual Agility
D E N T S U A E G I S N E T W O R K
D E N T S U A E G I S N E T W O R K 1 6
Reducing food waste
D E N T S U A E G I S N E T W O R K 1 7
Promoting lower sugar consumption
D E N T S U A E G I S N E T W O R K
BRANDCUSTOMER
