Most marketers already know brand-building works. The harder question, and the one a new report from WARC and four research partners sets out to answer, is why so few of them are actually doing it.
The culprit, according to a survey of more than 200 senior marketers, isn’t skepticism about the evidence. It’s eight blockers spanning cultural, procedural, and structural misalignments that keep evidence-based principles from ever reaching actual practice, starting with a C-suite that says it believes in brand-building and then runs its business as if it doesn’t.
