Brand and Demand

Who this book is for

Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.

Sound familiar?

• Whenever budget is cut, brand goes first because it can't prove anything this quarter.
• Short-term numbers improve while searches for the company name quietly decline.
• Brand can't be measured, so every discussion becomes a matter of belief.
• Every order comes from paid ads and the cost per customer rises every year.

Each chapter answers one question

1. Chapter 1: Is selling today eating into next quarter?

   How is my budget split between harvesting and planting?

   Short-term money harvests existing demand; long-term money creates demand for next quarter.

2. Chapter 2: If brand can't be measured precisely, is it worth funding?

   Which three metrics tell me whether the brand is rising or falling?

   Brand cannot be measured precisely, but it can be measured well enough to decide.

3. Chapter 3: Can imperfect numbers still defend a brand budget?

   If the boss says cut the brand budget, what do I present?

   Defending long-term budget is a matter of argument, and argument needs numbers even if they are imperfect.

4. Chapter 4: Is a new message each quarter fresh, or starting over?

   How long has my message stayed the same?

   Brands are built through repetition; changing the message every quarter is starting over every quarter.

5. Chapter 5: Can a small company build a brand without big budgets?

   With the current budget, what is my brand being built with?

   Small companies lack the money for textbook branding, but they have things large companies do not.