[DisruptiveDave]

I'd venture to say it's not the marketers acting on their own in many cases. Shit runs down hill. VCs want fast returns, CEOs want their investors to be happy about their CAC, marketers want to prove their value in this system. And EVERYBODY is obsessed with analytics, often as a poorly constructed crutch. You try pitching brand building in that environment.

[libertine]

But I understand that, so maybe it's a matter of choice.

What kind of brand you want, and set it right away from the beginning because it will define your media channel/production investment.

I think that brands who had strong branding advertising are still well positioned in people's minds, and it's indeed an investment that should be made with a massive ROI.

Now, it's a long term game. Doesn't suit the status quo like you well said.

[e_b]

The long term brand plan must be set by the CEO and in the example provided by the parent, the CEO only cares about keeping investors happy in the short term, alas no spend without immediately identifiable ROI.

[e_b]

Exactly this.