Glow: Proving the Business Impact of Brand
Quantify Brand's Bottom-Line Impact: Discover cutting-edge research revealing the causal connection between brand investment and tangible performance outcomes.
Identify Key Growth Signals: Learn which early indicator metrics best predict business results.
Secure Brand Budgets: Justify essential brand budgets for long-term growth.
Why this research matters
For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. When budgets tighten, brand spend is often the first to be cut because its connection to business outcomes feels unclear.
But brand isn't just abstract storytelling, it's future demand generation; a system for building memory, relevance and preference, making it easier and cheaper to win customers later.
Today, marketing overwhelmingly targets buyers in the market (5%), ignoring 95% of future potential buyers, leading to higher acquisition costs and stunted growth over time.
In this report, we explore the gaps in today’s measurement of brand investments and introduce Glow, a new approach to connecting brand investment to business performance.
Sweaty Betty's Brand Measurement Story
Learn how Sweaty Betty used Glow to discover the true impact of their brand investment on short-term leading indicator metrics and long-term business outcomes.
What you'll learn
Why can brand investment be so difficult to justify
79% of brand leaders struggle to connect their metrics to financial outcomes. But why is it such a measurement challenge?
Which metrics should brand marketers be reporting on
Learn which metrics move quickly in response to brand spend and function as reliable leading indicators for future business outcomes.
How machine learning is changing the game
Read how machine learning data modeling has revealed the causal chain between brand investment and tangible business outcomes.
Stay ahead with the inside scoop from Fospha.
For over 10 years we've been leading the change in marketing measurement.
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