Brand and Demand: A Love Story
- January 12, 2023
- 3:00 PM to 4:00 PM
- Zoom Webinar
Today’s marketing organizations are experiencing the traditional tension between brand marketing and demand generation – a tension that undercuts growth and harms performance.
But it’s time for brand and demand teams to stop thinking in silos and instead, work together in harmony on a shared agenda.
To learn how the most effective organizations balance brand and demand, the Prophet Agency interviewed 10 senior marketing executives and surveyed 500+ global marketing and advertising leaders to further understand how they are thinking about the topic – and what separates those that are using brand and demand to successfully fuel business results – for the report: Brand and Demand Marketing: A Love Story.
David Novak, our January speaker, Senior Partner at Prophet in New York City will share his company’s research with us:
- They uncovered the factors influencing investment decisions and operating model setup.
- They also looked for ways the best marketers measure the success of brand and demand.
- They found that the most effective marketers follow four common principles:
- Anchor Marketing Investment in Business Objectives
- Experiment to Win
- Build a Modern Marketing Organization
- Put the Customer at the Center
Roundtable discussion: After our speaker shares some of their thoughts and learnings, we are excited to hear from all of the attendees on this topic. We will break out into small groups for in-depth conversations before coming back together to close out the session. This forum is intended to provide an opportunity for thoughtful and confidential dialogue.
Potential questions for the discussion:
- How do you successfully build an integrated marketing organization that builds brand and drives demand?
- As a marketer, how has the recent economic downturn and uncertainty impacted your planning?
- In your organization, how do you measure success when running long-term and short-term marketing strategies?
- Does your marketing organization still focus on the marketing funnel, or are you taking a different strategic approach?
- What else about this topic are you interested in? We’d like to know what else you would like to learn to help inform our future research.
Here are some great resources provided by Prophet, in advance of this webinar.
- Adweek Podcast: The Business of Marketing – featuring Mat and David. This gives a quick 10 minute synopsis of the research report.
- 5-Part Blog Series:
- Video
This presentation is perfect for marketing and sales professionals in a corporate or consulting role, business owners, and agency professionals who are eager to find new ways to improve their brand awareness and sales demand.
About the Speaker
David Novak, a senior partner in Prophet’s New York office, is an expert in digital transformation strategy, with extensive experience in customer experience innovation, marketing/advertising technology rationalization, and performance marketing consulting.
He understands that the best business growth models rely on defining a clear vision. Without it, companies remain stuck in what they already know and limit their path towards growth. But he’s also intensely practical, working quickly to deliver best-in-class data-centered capabilities that are innovative and cost-effective.
David, who joined Prophet after 10 years at IBM iX, appreciates how challenging it is for large brands to master innovative solution selling and go-to-market strategies. He’s guided Fortune 250 clients in finding powerful marketing technologies, including mobile, social, machine learning, artificial intelligence and augmented reality. He has worked with leading brands such as Apple, PepsiCo, Sephora, Kraft, Kohl’s, United Airlines and more.
He studied marketing at the University of Maryland. He has received multiple marketing awards for highly successful campaigns. His passions include travel, film and a good bottle of scotch.
Company
Prophet is a growth and transformation consulting firm. Sweeping levels of change and disruption require new thinking and transformative approaches to growth. From product to purpose, brand to experience, customer insights to operations, Prophet brings the rigor and expertise needed to uncover and realize transformative opportunities.