Building a brand is a journey. It consists of big and small milestones along the way. To celebrate these brand milestones (and the teams behind them), we surveyed senior marketing leaders from around the world.
As one VP of marketing noted, "A brand milestone feels like a moment of pause to say, 'Look how far we've come.' It's a celebration of collective effort and shared growth."
Here are 5 takeaways from the report.
1. Brand is a journey
On a scale of 1 to 5 (with 1 being strongly disagree and 5 being strongly agree), we asked our marketing leaders to rate the statements below. The results showed broad agreement on the importance of brand evolution and leaders' role in shaping it.
2. Importance is relative
When it comes to brand milestones, our marketing leaders perceive a difference in importance depending on the stakeholder. We asked them which brand milestones are most important to themselves, which do they perceive to be most important to their C-suite, and which do they perceive to be most important to their customers.
3. The joy of marketing
When working on brand milestones, we wanted to find out which emotions come to mind. Overall, our marketers feel excitement and optimism when working on brand milestones.
4. Help wanted
We wanted to find out which of the following brand milestones is most challenging and which needs the most support? Based on the results, our marketers say their departments currently need the most support with some of the most challenging brand milestones, including expanding a brand into a new market.
5. Branding roadblocks
Whether it's for a brand milestone or not. we wanted to know to what extent our marketing leaders agreed with the challenges below. More than half of marketers agree on common brand challenges such as going to market with campaigns in a timely manner and managing their brand architecture and brand governance.
Watch the webinar
In addition to reading the full report, you can watch our webinar below to get feedback and insights from two industry experts: Lindsey Slaby, Founder of Sunday Dinner, and Shena Patel, Chief Creative Officer.
