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Technical Models and Guides

Why C-Suite Should Prioritize Long-Term Brand Building

Written by Propolis Expert Darren Coleman

Discover effective strategies to persuade the C-suite to invest in long-term brand building.

Senior brand marketers face the significant challenge of convincing C-suite executives, including CEOs and CFOs, to focus on long-term brand building rather than just short-term financial gains. The complexity of brand value, often perceived as intangible, makes this task daunting, especially when executives prefer solid financial data.

Recent studies show that many C-suite members lack a deep understanding of brand dynamics, which can impede marketing efforts. However, a recent Financial Times article sheds light on effective strategies to overcome these obstacles. The article advocates for a holistic model that integrates neuroscience to craft compelling brand narratives, a shift towards data-driven decisions that transcend traditional metrics, and the strategic use of soft skills to navigate executive biases.

This integrated approach encourages the use of storytelling techniques, advanced brand analytics, and experimental testing to present a well-rounded and persuasive argument for brand investments. By demystifying the complexities of brand strategy, integrating qualitative insights, and quantifying brand value in terms understood by financial leaders, marketers can effectively bridge the gap between branding and business outcomes.

Embracing this comprehensive model not only facilitates better communication with the C-suite but also positions brand marketers to secure executive endorsement for sustained brand-building initiatives. By aligning brand strategy with business objectives, companies can ensure long-term success and a stronger market presence.


This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Darren Coleman

Brand Expert, B2B Marketing

Darren Coleman is the Brand Expert for Propolis, the global community for B2B marketing leaders.

Darren specialises in helping brands drive growth and retain relevance through brand experiences and have been doing this for 25+ years across Europe, the Middle East and Asia Pacific. Johnson & Johnson, Faurecia, Dubai Properties, Abbot, FUJIFILM, Nikon and Orange are some of the brands he has helped.

Darren is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs.

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