Shifting consumer behaviors, a changing media landscape, and widespread category disruption have placed many brands on the chopping block. The good news: Advertising is saving endangered brands – whether they know it or not. The bad news: In most cases, they don’t.
If you don’t realize your ads are helping stem even more devastating losses, a host of mistakes will be made. Whether it’s ditching a campaign you don’t know is effective, firing an agency, or losing a CMO, lack of this vital information can spell certain disaster. Here’s how to measure the defensive impact of advertising, ensuring your brand lives to see another day.
