DOES MARKETING STILL BELIEVE IN BRAND GROWTH?

Summary from the TLDR Marketing newsletter

The last 16 years have seen a disconnect between growing media investment and stagnant brand growth across industries, from retail to pharmaceuticals. Advertisers shifted resources to digital platforms that optimize for short-term engagement and metrics, but this transition has failed to replace the long-term equity built by traditional brand campaigns. The result is a growing perception in the C-suite that marketing's primary role is cost containment rather than strategic, but intangible value creation.