An email about an upcoming marketing conference landed in my inbox.
One line stopped me cold:
They said… “𝘎𝘰𝘯𝘦 𝘢𝘳𝘦 𝘵𝘩𝘦 𝘥𝘢𝘺𝘴 𝘰𝘧 𝘣𝘳𝘢𝘯𝘥-𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴 𝘥𝘦𝘴𝘪𝘨𝘯𝘦𝘥 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘭𝘪𝘧𝘦𝘭𝘰𝘯𝘨 𝘭𝘰𝘺𝘢𝘭𝘵𝘺.”
Wow! Let’s be clear, that is completely wrong!
The idea that brand building is outdated or obsolete doesn’t line up with the evidence, or with what actually drives long-term brand growth.
If anything, the chaotic, fast-moving marketplace makes brand building 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁, not less.
Yes, loyalty is more fragile today. Consumers have more options, and they switch easily. But that’s not an argument against brand strategy — it’s a reminder of why strong creative, clear messaging, and building Brand Preference are essential.
Brand Preference is your insurance policy against fragile loyalty.
You don’t win by chasing instant clicks or momentary attention. You win by creating mental availability, building Brand Preference over time, and showing up with ads that are effective and actually work. That takes testing. That takes discipline. That’s called brand building.
So don’t throw it out because the market’s evolving. Do the hard work — build your brand.
To win today, you need:
- Strong creative
- Clear messaging
- Consistent brand presence
- And testing that proves it all works.
📩 Contact us today and let’s talk about how to win in this market — with smarter tools, better insights, and creative that earns attention and builds Brand Preference, sales, and more market share.