NEW DELHI:  Brand building acts as a multiplier of ROI and more than doubles the impact of media investment of sales, says Kantar CEO global media and digital practice in a webinar discussing how to grow brand and ROI in the ‘new normal’ of post-COVID world. He highlighted that on an average media investment helps to explain about 13 per cent of sales today while media impact considering the brand is 28 per cent on short-term sales plus long-term equity-driven sales.

He insisted that brand equity and media investments combined together can act as a great driver of long-term and short-term sales.

Kantar Singapore managing director, insights division, Jane Ng noted that it is important for brands to keep communicating with consumers to build brand equity. Sharing data, she highlighted that people want brands to take a larger role in society.

“In essence, it is not just good for business or it will help us for recovery, the most important reason here is that consumer will be looking at brands as an important companion through this journey,” she said.

Kantar NASEAP chief digital officer insights division Pablo Gomez added that brands, therefore, need to take a multi-channel approach of reaching out to consumers as synergies will be a major driver of ROI in the new world.

He added that in addition to what message the brand wants to convey, it will also have to put increased emphasis on how it cuts that through. “Creativity is the queen as being creative with media drives half of the campaign impact reach.”

Gomez also says that reusing previous successful ideas can also be used as it is relevant when one wants to remind the consumers why they should care about the brands.