Marketing Week (MW): Which is the better investment, branding or promotions, and do you think marketers prefer one or the other?
Brian Walmsley (BW): For me, the debate often lies in which is more important out of marketing and sales. Marketing is driven by branding, strategy and consumer insight, whereas sales is about pulling the lever of promotions. If measured purely on short-term revenue - and if you define better as “Am I going to hit this week’s number?” - then short-term tactical sales win. However, that is a zero-sum game and a downward spiral, and you won’t be in business in a few years if that’s all you do.