Chapter 3

Can imperfect numbers still defend a brand budget?

Con số chưa hoàn hảo có đủ để giữ ngân sách?

The chapter's question

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

Big idea

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

In this chapter

  1. Part 3.1

    Preparing Before You're Asked

    What data do I have ready to bring?

  2. Part 3.2

    Speaking Their Language

    Which metric does the person holding the budget care about?

  3. Part 3.3

    Small Tests for Evidence

    Which experiment could I run within a quarter?

  4. Part 3.4

    When You Lose the Argument

    Once cut, which part do I defend first?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Brand and Demand is free to read right here.

Read in Conan School

Chapters of Brand and Demand

  1. 1.Is selling today eating into next quarter?
  2. 2.If brand can't be measured precisely, is it worth funding?
  3. 3.Can imperfect numbers still defend a brand budget?
  4. 4.Is a new message each quarter fresh, or starting over?
  5. 5.Can a small company build a brand without big budgets?