South Africa, Feb. 10 -- Making the case for brand investment

"How can we make the case for greater investment in building our brand?" The question has become increasingly complex as the marketing landscape evolves.

While iconic campaigns like the Guinness Surfer advert once epitomised brand building, today's strategies are more intricate, requiring a nuanced understanding of both long-term and short-term marketing goals.

Historically, building a brand often meant investing in high-impact communications and advertisements.

Today, however, the tools and strategies available have multiplied exponentially.

Marketing technology now enables detailed measurement and automation, offering businesses an appealing ability to track outcomes lik...