New TransUnion and MMA Global Whitepaper Reveals Brand Building is Undervalued by Up to 83%

Core Insights - The whitepaper "Giving Marketing the Credit it Deserves" reveals that traditional measurement methods have undervalued the impact of brand marketing on sales by as much as 83% [1][8] - The Brand as Performance (BaP) framework demonstrates how brand-building translates directly to customer acquisition, retention, and sales, providing a new approach for CMOs to justify brand investments [2][3] Group 1: Brand Marketing Impact - Properly measured brand campaigns not only build sentiment but also drive performance by acquiring new customers and fostering long-term revenue growth [1] - The BaP framework has been validated across multiple industries, providing marketers with the evidence needed to link brand investment to measurable outcomes [2][3] Group 2: Case Studies and Evidence - The whitepaper includes case studies from major U.S. brands such as Ally, Kroger, and The Campbell's Company, showcasing the effectiveness of brand-first strategies [3][5][6] - Ally reported a 16% increase in customers and a 29% increase in accounts, demonstrating the tangible business results of a brand-first approach [8] Group 3: Research Methodology - The analysis was conducted using large-scale identity backbones, consumer surveys, and long-term measurement techniques, ensuring robust and reliable findings [6] - The studies involved tracking periods of 9–10 months and utilized causal lift experiments and advanced attribution methods [6]