At some point in their careers, all marketing leaders will be asked to justify spending on brand marketing campaigns. CEOs and board members want to see direct, immediate results—but in reality, attribution is complex and meaningful impact takes time. 

This session walks through how University of Denver tackled this problem by building a brand monitoring program that directly connects brand experience data to business outcomes, and how those insights now shape our brand marketing strategy. 
Regardless of your industry or organization, you’ll leave with insights on how you can replicate a similar approach. 
 
After this session, you’ll be able to: 

- Implement a brand measurement framework to track shifts in awareness, consideration and preference.
- Link brand metrics to down-funnel efficiency metrics.
- Show how investing in brand marketing creates real business value.
- Reframe executive conversations about brand from short-term spend justification to long-term growth, efficiency and demand creation.