SXSW 2023
Start-up to Scale up: Why Brand Building Matters
Description:
As start-ups expand and mature, they often hit a wall. Growth slows, and customer acquisition gets harder and more expensive. In this evidence-based review, Les explains why scale-ups require a different approach to marketing communications, and what that means for budgets, media, content and measurement.
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Takeaways
- Innovation is a powerful force for growth, but it has limits. As start-ups mature, they need to increase marketing spend to maintain momentum.
- Not only to they need to spend more, but they need to spend differently, with a higher proportion of spend devoted to long term brand building.
- Short term attribution modelling becomes less reliable, and must be supplemented with other techniques such as econometrics and controlled tests.
Speakers
- Les Binet, Group Head of Effectiveness, adam&eveDDB
Organizer
Rachel Geraghty, Pr Director, adam&eveDDB
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