From the 2013 publication of The Long & Short of It to the latest brand-building success stories celebrated at this year’s Cannes festival (think: Dove, Guinness, and Heinz), marketers are constantly reminded that investing in brand-building is just as critical as focusing on short-term activations.
The real challenge, however, is convincing stakeholders outside the marketing department about the power of creativity and the long-term benefits of brand-building.
Building a business case for creativity involves showing how brand-building principles can lead to tangible commercial impact. That’s why we created The Key to Unlocking Brand Building—a comprehensive, two-part guide packed with the latest case studies of commercially successful brands and the role creativity played in driving those results, as well as practical tips to help you implement these learnings in your business.
In this article, we will dive into three brand building strategies that are proven to drive commercial success.
1. Balancing Short-Term Gains with Long-Term Thinking
One of the most effective theories featured in The Key to Unlocking Brand Building is Binet & Field’s 60:40 rule, which suggests that 60% of your marketing budget should be allocated to long-term brand-building activities, while 40% should focus on short-term activations. This balanced approach isn’t just theoretical—it’s backed by real-world success stories. Brands that effectively implement this strategy see substantial gains in both brand equity and commercial performance.
Consider Guinness as a prime case study to deliver the argument for this strategy. During the COVID-19 pandemic, when many companies were cutting back on marketing spend, Guinness continued to invest heavily in brand-building with a campaign centred around the theme of “winning the first pint” when pubs reopened. This decision was rooted in long-term thinking. The result? Guinness not only maintained its market share but emerged as the UK’s number-one pint when restrictions lifted.
2. Leveraging Emotional Connections
Successful brands know that emotional connections can be a game-changer. Research featured in The Key to Unlocking Brand Building shows that emotionally resonant campaigns are more memorable and effective, driving significantly higher sales than campaigns that focus purely on rational messages.
Creativity in marketing is about more than just grabbing attention—it’s about creating a lasting bond with your audience. Take Dove, for example. Their “Real Beauty” campaign has been celebrated for its powerful emotional storytelling, challenging traditional beauty standards and promoting self-confidence. By focusing on authentic, emotionally engaging narratives, Dove has built a strong, loyal customer base and increased its brand value significantly. This approach highlights how investing in creativity and emotional storytelling can lead to sustained brand growth and a stronger market position.
Similarly, let’s look at Heinz and its award-winning “Draw Ketchup” campaign. This campaign not only captivated audiences with its simplicity and creativity but also led to a 12% uplift in sales and a 3.2% increase in market share. Heinz’s willingness to embrace bold, creative ideas allowed it to strengthen its brand presence and outperform competitors, proving that creativity isn’t just a “nice-to-have”—it’s a critical driver of commercial success.
3. Expanding Market Reach by Attracting Light Buyers
Another critical strategy highlighted in The Key to Unlocking Brand Building is the importance of expanding your brand’s reach to attract light buyers. This approach focuses on increasing brand penetration rather than merely deepening loyalty among existing buyers. Research by Byron Sharp, referenced in the guide, emphasises that market share growth is largely driven by reaching a broader audience, including those who are less frequent purchasers. This is because light buyers contribute to a brand’s growth by enhancing overall penetration, which in turn drives up purchase frequency and loyalty.
Greggs provides an excellent case study for this strategy. Historically known for its appeal among a certain demographic, Greggs strategically invested in expanding its brand reach to attract a wider customer base. This included initiatives such as click-and-collect services, extending store hours, and driving customer loyalty through a rewards app. These efforts paid off significantly: Greggs saw an increase in both brand consideration (from 36.9 in 2022 to 39 in 2023) and purchase intent (from 15.6 in 2022 to 16.8 in 2023). By broadening its appeal and making itself more accessible to light buyers, Greggs was able to boost its market share and drive substantial sales growth in 2023.
Conclusion
Building a business case for creativity isn’t just about defending your marketing budget; it’s about demonstrating how creative, brand-building strategies can drive real, measurable commercial success. By balancing short-term gains with long-term thinking, leveraging emotional connections, and expanding market reach to attract light buyers, marketers can showcase the true power of creativity to their organisations. Use these strategies to not only justify but also maximise your investment in brand-building, ensuring sustained growth and profitability for the future.
Have you successfully build a business case for brand building in your business – but now you need help to deliver on that promise? LockSmith can help you raise the floor on marketing capability to ensure your team has the knowledge & skills needed to drive long-term profitable growth. Contact us at chris@locksmith.works or alex@locksmith.works – we’d love to hear from you.
