Start-up to Scale up: Why Brand Building Matters
As start-ups expand and mature, they often hit a wall. Growth slows, and customer acquisition gets harder and more expensive. In this evidence-based review, Les explains why scale-ups require a different approach to marketing communications, and what that means for budgets, media, content and measurement.
1. Innovation is a powerful force for growth, but it has its limits. As start-ups mature, they need to increase marketing spend to maintain momentum
2. Not only do they need to spend more, but they need to spend differently, with a higher proportion of spend devoted to long term brand building
3. Short term attribution modelling becomes less reliable, and must be supplemented with other techniques such as econometrics and controlled tests
-Les Binet, Group Head of Effectiveness, adam&eveDDB