The question most marketers are grappling with these days is how to convince their superiors to invest in long-term brand building.
1-Lay the groundwork: Draw attention to the need for long-term brand building and its impact on the company’s finances early on. Ideally, get buy-in from senior executives before proposing changes. 2-Manage up: Understand the mindset of executives, who may have limited knowledge of marketing. Keep them informed, seek their counsel, and build trust. […]