Chasing instant results is a hard habit to break. Clicks, conversions, and short-term gains are tempting, but they tell only part of the story.
That’s where brand equity steps in. It works quietly in the background, shaping preferences and influencing choices long after the ads have stopped running. The Campbell’s study helped make this clear. Shoppers who liked the brand were nearly twice as likely to buy. That’s not just an impression. It’s a relationship that drives action.
Even more striking is when the impact actually happens. The data shows that over 80% of the sales lift came after the campaign had ended. In other words, the brand kept doing the heavy lifting well beyond the media spend. This challenges the way we think about marketing success. It is not just about what happens in the moment, but what builds over time.
(Source: BRANDNOMIC$: The Solution to CMO/CFO Misalignment on the ROI of brand?)
Add targeting to the mix, and the impact grows stronger. The MMA and Viant Persuadables study found that focusing on heavy category buyers who are nearing their next purchase can deliver up to 16 times higher ROAS compared to broad-reach strategies. It’s not about chasing every impression; it’s about getting into the minds of the right people early, so when they’re ready to buy, with a little reminder, your brand is the one they choose.
(Source: The Persuadbles)
This blend of brand and precision is where the real impact happens. Campaigns that build relationships, not just transactions. Messages that stay with consumers beyond the click. Growth that builds over time, rather than fading after a quick burst.
In the end, the brands that embrace this mindset are not just chasing short-term results. They are building the foundation for long-term success, one connection at a time.
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Sources and Further Reading
MMA: BRANDNOMIC$: The Solution to CMO/CFO Misalignment on the ROI of brand?
MMA: The Persuadbles
