电通（Dentsu）：2026品牌重置：基于注意力的销售转化与品牌资产获取研究报告（英文版）（35页）.pdf

1、THE BRAND RESETCAPTURING SALES AND BRAND EQUITY FROM ATTENTIONAN INDUSTRY-FIRST STUDYFOREWORDBrand advertising has always had the power to deliver on long-term sales while also having a short-term sales impact.However,recent years have seen businesses join an industry-wide race to the bottom,commodi

2、tizing attention in pursuit of short-term clicks and cheap impressions.Successfully capitalizing on attention has been associated with moving fast,keeping up and instant wins.Now is the time for a brand reset.To slow the frenzy,reclaim brand building and deliver longer-term outcomes.While marketers

3、intuitively recognize that brand building captures attention and is critical in creating long-term demand,storytelling often falls short in front of CFOs and board members where performance-driven investments feel like a safer bet and too often take precedence.Here at dentsu,we are establishing a qu

4、antifiable framework that helps marketers prove the ROI of their brand-building investments.This industry-critical,industry-first research study offers insights and evidence-backed direction to drive this agenda forward with the rest of the business and reset your brand.Will Swayne Global Practice P

5、resident,Media and Integrated Solutions,dentsuLONG&SHORT-TERM SALES OUTCOMESBRAND EQUITY SHIFTSATTENTION2THE BRAND RESETCAPTURING SALES AND BRAND EQUITY FROM ATTENTIONCONTENTSEXECUTIVE SUMMARYTHE MARKETERS CHALLENGELETS BREAK IT DOWNTHE BRAND RESET FIVE ACTIONABLE INSIGHTS FROM THE BRAND RESETPLANNI

6、NG IMPLICATIONS WHATS NEXT FOR THE BRAND RESETAPPENDIX PARTNERS,APPROACH,METHODOLOGY,DEFINITIONS,CREDITS,ABOUT DENTSUTHE BRAND RESETCAPTURING SALES AND BRAND EQUITY FROM ATTENTION3For brands striving for sustainable growth through video-the era of solely focusing on short-term results through cheap