Vous êtes déchiré entre les revenus à court terme et la valeur de la marque à long terme. Comment trouver l’équilibre parfait ?

Like it or not, there's no magic formula, but most folks who've been around the block say you gotta juggle both😜. Short-term sales keep the lights on, but building a brand with some soul is what keeps customers coming back for the long haul.

Balance is obviously key, and every company has its own risk profile. In my opinion , most companies should apportion around 60% of budgets on business as usual which bring revenue and other short term wins, 30% on slightly longer term experiments of brand building & the last 10% on long shots and moon shots, which may take more than a year to develop.

Dentro desta avaliação é possível dividir sua prioridade em percentual e assim caminhar com mais velocidade com as ações mais urgentes, sem perder de vista o que vai te apoiar a médio/longo prazo.

Reputation building strategies may seem like something that brings only long term results, but strong brands with good reputation always attract customers more easily than competitors. So, you should always consider reputation building as a business need.

Exactly, your brand strategy does not have to be a cash burning machine - it's just a misconception from the new age startup era. Your business's ultimate goal is to help and obviously make revenue - curate your brand strategy in a way that can help you reach your goals instead of just sounding fancy. Branding and marketing should go hand in hand if you wanna be profitable.

There's a huge misconception that brand building is ONLY long term. Let me reiterate in simple words: a brand delivers a combination of emotional and ration benefits to the consumer. This helps them make a purchase decision advantageous to you. Now and in the future. If your brand isn't selling now, there's no way it'll sell in the future. No customer says, "I like this brand and will buy it in the future, meanwhile I'll buy this other brand." If consumers aren't buying your brand, it means there's something wrong in your strategy or delivery. So evaluate it for sure.

Trouver l’équilibre entre les revenus à court terme et la valeur de la marque à long terme est un défi constant. Plutôt que de les voir comme des objectifs opposés, pensez à les intégrer de manière complémentaire. Par exemple, des campagnes de marketing à court terme peuvent être utilisées pour tester des idées qui, si elles réussissent, peuvent être développées en stratégies à long terme. De plus, en investissant dans des initiatives de marque qui renforcent la confiance et la fidélité des clients, vous préparez le terrain pour des revenus stables et durables. Personnellement, j’ai constaté que cette approche permet non seulement de répondre aux besoins immédiats mais aussi de construire une base solide pour l’avenir !

Promoções de venda precisam ser bem pensadas e estruturadas para que você não caia em uma armadilha de baixa percepção de valor seguida apenas de compras promocionais.

I agree. Come up with A,B,C strategies and campaigns that strengthen your brand while also driving sales. Find which one is getting you the best of both worlds!

Elas também te permitem validar as estratégias de forma menos intuitiva e mais centrada, o que tira percepções que podem estar enviesadas.

The digital led ecosystem isnt about short term sales vs long term brand building. Its about BOTH. Short term is crucial. Short term also drives long term goals. The missing link is the Sales Funnel. In fact, in developing economoes like India, both linear media; digital media are equally important. The integrated thinking tool is simply the full funnel incl post sales. If you watch the full Sales Funnel, for BOTH linear media-physical-retail and digital media- leads-ecomm, you are home. In practice you will have much less budget for the old fashioned brand building and you need low cost experiential across all customer touchpoints for physical retail n digital leads/sales AND right Social Media/ Content Strategy, you are on right track

Many marketers use funneling as a way to move from short to long term. Consider omplementing a dynamic pricing model that adjusts based on real-time consumer behavior and demand, funneling short-term revenue gains into long-term brand-building initiatives like exclusive loyalty programs. Consider also to cultivate strategic partnerships with influencers or thought leaders to co-create limited-time offers that drive immediate sales while simultaneously reinforcing the brand’s long-term positioning and values.