Even In Tough Times, Invest In Your Brand: IntelligenceBank CEO Tessa Court

Even In Tough Times, Invest In Your Brand: IntelligenceBank CEO Tessa Court
SHARE
THIS



Even with slashed budgets and in trying times, marketers should remember to keep investing in their brand.

That’s the advice from IntelligenceBank CEO Tessa Court [feature image], who spoke with B&T about how CMOs and other marketing leaders can best navigate the COVID-19 crisis.

“Right now there is a clear relationship between share of voice and share of market,” she said.

“While the current climate of uncertainty has caused some marketers to pull back on their activity and has unfortunately caused others to shut down, maintaining a brand voice that provides long-term value can be a distinct advantage – especially when the economy turns around and gets back to normal.

“Even though media spends are down by -35 per cent, it’s important to note that media consumption is at an all time high. For those companies that have the capacity to advertise and produce relevant branded content, now is a good time to invest in brand advertising.”

While Court stressed the importance of investing in brand during this time, the reality is many marketing leaders will have to find room in their budget in some form.

Here, she suggests holding back on things like product launches and ‘ad-hoc’ expenses such as monthly subscriptions.

Tighter budgets also raise questions around the necessity of certain marketing technologies.

While their value is undeniable, certain marketing technology stacks have a reputation for being rather expensive.

Court argued, however, these are expenses that ultimately help a business’s bottom line.

“Marketing technology tools such as digital asset management, marketing project management, digital experience platforms and creative approvals are ultimately helping marketing departments right now to save time and as a result save money,” she said.

“In the best of times, these tools enable teams to get to market quickly. Within our new work-from-home reality, these tools are proving to be even more essential than ever before. They’re allowing teams to not only have access to the correct materials but they are also maintaining some much needed momentum.”

 

Please login with linkedin to comment

intelligencebank

Latest News

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]

Tom Pitney Promoted To Strategy Director At Junkee Studio
  • Media

Tom Pitney Promoted To Strategy Director At Junkee Studio

Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]