Author

Preston Melle

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Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…