In this new episode of Ad Chatter, co-hosts Dan Goldgeier and David Burn chat with special guest, Maggie Windsor Gross, head of strategy at Deloitte Digital. Maggie is an industry leader who is busy making a direct connection between brand investments and bottom-line revenue.
If metrics, ROI, and measuring the overall impact of brand marketing are important to you, this is the episode of Ad Chatter to download.
During our ad chat, Maggie explains ‘BrandWorth’, a robust new tool from her team at Deloitte Digital that helps CMOs make better investments in brand marketing (and explain why it all matters to the CFO and CEO).
“We believe that brand is a financial asset, not just a marketing asset,” Maggie says. “So, everything we measure in ‘brand’ is to try to prove its efficiency and ability to drive growth.”
Towards the end of the episode, I ask what she would say to the nay-sayers who think that their brand is ephemeral.
“Brand is one of the most efficient drivers of enterprise growth,” she says. “Brand impacts the decisions of not just your consumers, but your employees, partners, and even investors. What we’ve seen with BrandWorth is that brand is more correlated with your revenue return than things like awareness, positive impressions, or even your Net Promoter Score.”
On the heels of this exchange, Dan asks what clients are looking for and asking for today, given the disruptions wrought by COVID.
Maggie says, “They’re really looking for a partner or teams that have an understanding of the category and the business needs that they’re struggling with. They’re looking for partners that can bring them actionable insights, things like proprietary tools or data sets, and they want breakthrough design thinking and breakthrough creative ideas, all wrapped around a growth focus.”
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