Marketing today isn’t for the faint of heart. It’s a high-speed circuit where algorithms shift overnight, consumer behaviors flare and fade by morning and economic uncertainty keeps everyone guessing. In this race, CMOs are asked to be both artist and analyst—to deliver measurable results while building brands that move people.
But when the pressure mounts, brand budgets are often the first to take a hit. On paper, it makes sense: Cut the “soft stuff,” boost the metrics. In practice, it’s short-sighted. Because the brands that only chase the data lose the story—and without story, the numbers eventually stop adding up.
The Mirage of the Quick Win
It’s easy to reach for the tactical tool belt to bolster times of uncertainty. Double down on paid media. Shift spend to performance and chase the instant gratification of clicks and conversions. But short-term success can be a mirage. When you silence brand investment, awareness fades, trust erodes and future efficiency becomes a harder hill to climb. While short-term activation delivers that quick win, it plateaus quickly. Long-term brand-building compounds over time. It creates pricing power, customer loyalty and sustainable growth. Data tells you what’s working now. Investing in your brand story leverages today’s data to tell you what will continue to work in the future.
The 60/40 Balance: Turning Insight into Imagination
Les Binet and Peter Field’s “60/40 Rule” is a classic marketing study that states that 60% of your spend should fuel long-term brand-building and 40% should drive short-term activation. Their research analyzed just under 1,000 cases which spanned over 700 brands, concluding in this optimal split. Their most recent update pushes those percentages even further apart in favor of more brand-building: 62% brand, 38% activation. That balance is what separates sustainable growth from fleeting spikes.
Yet, too many brands flip the ratio, letting quarterly dashboards dictate creative decisions, especially inside of digital touchpoints. Data without vision becomes noise. But when data and creativity dance together, the results compound. It’s not about choosing logic or magic. It’s about blending both—speaking in data while dreaming in color.
Emotion Is the Algorithm
Binet and Field’s research makes it clear: Allocation alone won’t move the needle if the story doesn’t resonate. The brands that win are the ones that connect emotionally, build memory and stay mentally available when it counts. In a digital-first world, creative quality matters more than ever.
Emotionally resonant campaigns—especially those with broad reach—outperform hyper-targeted efforts because they do more than drive clicks; they create lasting impressions. Over time, it’s those consistent, emotion-driven narratives that anchor a brand in consumers’ minds. After all, the brands that endure aren’t just seen, they’re remembered.
Proof That Balance Builds Momentum
Snickers knew the formula. “You’re Not You When You’re Hungry” didn’t just entertain—it established an enduring brand platform that bridged cheeky storytelling and tactical activations. Sales rose, loyalty deepened and cultural relevance stayed fresh.
Brand-building isn’t just for B2C. It’s every bit as important (maybe even more so) with B2B brands. SAP Software Solutions found the same truth in a different language. By reframing its story from software to transformation, SAP positioned itself as a strategic partner, not just a provider. The result? Measurable growth powered by emotional credibility.
These brands show what happens when you lead with color and measure with precision.
Growth Has a Story—and It Starts With Brand
So what does this mean for marketing leaders? It’s time to evolve from brand stewards to growth architects. Protecting brand budgets isn’t just about defending marketing spend; it’s a strategic imperative for long-term growth. CMOs today face a widening gap between brand storytelling and business accountability, and the key to closing it lies in translation, connecting brand metrics to business outcomes.
CEOs want revenue, margin growth and measurable impact, and it’s up to marketing leaders to show how brand drives all three. That means reframing brand as a growth engine, not a cost center, and measuring what truly matters: customer acquisition cost, lifetime value, pipeline contribution and brand equity lift. Most importantly, it means thinking beyond the quarter—because the brands that endure are built on memory, not just clicks.
Ready to speak in data and dream in color to build a brand that outlasts the moment? Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.