Name: Brand building vs marketing spend
Uploaded: 2023-06-06T10:56:28.004Z
Duration: 427.2
Description: Good marketing isn't always about selling a product or service to potential customers. Sometimes it is the brand itself that's star of the show. In this video Vicki Young, founder and CEO of Nalla Design, breaks down the difference between brand building and marketing spend and explains when you might choose one rather than the other.

Vicki Young Brand Spendingv4.mp4

Back

Or filter by your interest

Browse all our content

Content Marketing World 2023

Unlock all the content with only {{price}}

Vicki Young Brand Spendingv4.vtt

English

{{00:00:00}}
I think the difference in what
you get from brand building

{{00:00:02}}
versus that  traditional marketing
spend is that you create a deeper

{{00:00:06}}
connection with your customer.

{{00:00:07}}
So you are, if you can get this right,
you are with them for the journey.

{{00:00:11}}
So they might, their point of
purchase might not be now, but you

{{00:00:14}}
are creating,  a connection with them.

{{00:00:28}}
Hi, I'm Vicky Young, I'm
founder and CEO of Nalla.

{{00:00:31}}
We're an agency that specializes
in brand building, , and

{{00:00:34}}
digital brands and activating
those,  across multiple spaces.

{{00:00:39}}
I want to talk to you today about the
difference between brand building and

{{00:00:44}}
also traditional market spend, because
there's a lot of confusion at the

{{00:00:46}}
moment with what these things mean and
how you can apply them successfully.

{{00:00:51}}
So what do we mean by brand building
versus traditional marketing?

{{00:00:55}}
Well, brand building is where a
company or an organization promotes

{{00:01:00}}
the actual brand and what the
brand does through marketing.

{{00:01:04}}
Whereas traditional marketing spend
is, tends to be focused on a product

{{00:01:09}}
or a service of that business.

{{00:01:11}}
So there's nuanced differences to both.

{{00:01:20}}
So when you look at the two,
and there's been some headlines,

{{00:01:23}}
around businesses who've made
considerable savings or extreme

{{00:01:28}}
impact on not investing in marketing.

{{00:01:31}}
And actually that's not what they mean.

{{00:01:33}}
What they mean by not
investing in marketing.

{{00:01:35}}
It's that the brand building is taking
the kind of the hard work and is

{{00:01:41}}
providing the leverage of the brand.

{{00:01:43}}
There were two brands
that do this quite well.

{{00:01:46}}
One I'll talk about now,
which is tony's chocolate.

{{00:01:49}}
Tony's chocolate,  essentially is
used brand design as its investment

{{00:01:55}}
and hasn't needed to require any
investment in marketing because

{{00:01:59}}
it's brand, it's commitment to
its brand and what it means.

{{00:02:03}}
And communicating that through
its on-pack,  has able to

{{00:02:08}}
see its trajectory soar.

{{00:02:10}}
So it's not investing in
any actual marketing per se.

{{00:02:12}}
That doesn't mean they haven't
spent, and I think that's a, a kind

{{00:02:16}}
of, a bit of a myth that, oh, if I
invest in my brand building, It cuts

{{00:02:20}}
marketing spend, it doesn't, it's
just spending it in a different way.

{{00:02:24}}
That's right.

{{00:02:24}}
For your business.

{{00:02:32}}
So I think at the moment, the
businesses who are making that switch

{{00:02:36}}
to invest in that brand building
versus that marketing spend, and

{{00:02:39}}
a recent company that's done it
with huge success,  is Airbnb.

{{00:02:44}}
So they actually switched their ad
spend to purely focus on that brand

{{00:02:47}}
building piece to promote their, their,
ethos, what the brand represented.

{{00:02:53}}
And a lot of their,  brand messaging
was around to kind of belong anywhere.

{{00:02:57}}
And they really led with that
messaging and it's  given

{{00:03:00}}
them a huge, great return.

{{00:03:02}}
And the reason behind that is because
they picked up quite early on is that

{{00:03:09}}
there's a massive shift with,  kind of
uncertainty at the moment, and everyone

{{00:03:13}}
is almost got decision fatigue.

{{00:03:17}}
We make 65,000 decisions whether we're
unconscious or conscious every day.

{{00:03:22}}
And really what they've done is
they've just tapped through into

{{00:03:26}}
what people actually,  the long-term
purchase gains, what people are

{{00:03:30}}
actually kind of triggered by.

{{00:03:31}}
And that is the emotive side.

{{00:03:33}}
So they've invested heavily in that
brand building and cut off the kind

{{00:03:38}}
of traditional marketing spend,
which has seen an acceleration

{{00:03:41}}
in in their business, sales.

{{00:03:49}}
So when I speak to clients,
I'm always really honest.

{{00:03:53}}
I don't hold a crystal ball of what
is the right and wrong way,  of what

{{00:03:57}}
the future holds for how branding
and marketing is gonna roll out.

{{00:04:01}}
But I feel it's a big shift in
trend in making things a lot more

{{00:04:04}}
genuine and a lot more emotive.

{{00:04:07}}
And we're seeing that in the massive
rise of,  user generated content.

{{00:04:11}}
You know, try,  getting
consumers to do videos,  about

{{00:04:15}}
your brand or your product, but
genuine ones not paid for that.

{{00:04:19}}
That, that, I think the, I think the
rise of influencer is potentially

{{00:04:23}}
gonna way off because I think people
are starting to see through that.

{{00:04:27}}
And I think what people are interested
in doing is connecting with businesses

{{00:04:30}}
and brands,  and products that
are genuine,  offer a sense of

{{00:04:35}}
authenticness,  and are generally
there to sort of have a deep ethics.

{{00:04:42}}
So seeing a lot more that brands
that succeeding are people who are

{{00:04:45}}
perhaps,  showing more green values.

{{00:04:48}}
And more connection
with the environment.

{{00:04:58}}
I think the difference in what
you get from brand building versus

{{00:05:01}}
that mar traditional marketing
spend is that you create a deeper

{{00:05:04}}
connection with your customer.

{{00:05:05}}
So you are, if you can get this right,
you are with them for the journey.

{{00:05:09}}
So they might, their point of purchase
might not be now, but you are creating,

{{00:05:13}}
a connection with them that when they
are ready to buy, they'll come back.

{{00:05:17}}
Whereas the difference with kind of
traditional marketing, which is we've

{{00:05:21}}
got a special offer on now, like
let's push this product or service.

{{00:05:24}}
You are missing out on that long
term,  kind of connection and build.

{{00:05:35}}
Everything that you do in marketing
needs to be driven by data.

{{00:05:39}}
It needs to be driven by an
understanding of your audience,

{{00:05:42}}
understanding their needs, wants and
desires, and also understanding where

{{00:05:46}}
they buy, when they buy, how they buy.

{{00:05:48}}
So there's a real mixture
of different data that comes

{{00:05:50}}
in to make those decisions.

{{00:05:52}}
Only when you understand your customer
truly can you then make decisions

{{00:05:56}}
on how should we then,  kind of lean
into where the desire is and how

{{00:06:00}}
can we kind of contact them and, and
make them, drive them to purchase

{{00:06:11}}
when we look ahead to the future.

{{00:06:13}}
I personally think that there
is gonna be a shift in how

{{00:06:16}}
marketing and branding is
used and rolls out, rolls out.

{{00:06:20}}
I think naturally digital
is a huge part of that.

{{00:06:22}}
We've got AI coming into the market
in a bigger way now, and then we've

{{00:06:26}}
got just the general cultural shifts
of how people relate to things.

{{00:06:30}}
If I'm honest at the moment,
I feel that there's a

{{00:06:32}}
bit of a confused market.

{{00:06:33}}
Businesses don't quite understand
how to spend with their marketing,

{{00:06:36}}
and we're seeing that through a lot
more open briefs,  where they're

{{00:06:40}}
asking us to respond to a challenge.

{{00:06:43}}
And so I think if you are not sure
about where to invest, I think my

{{00:06:45}}
advice would be to, you know, ask
a consultant from an outside in

{{00:06:49}}
perspective and I think be,  be open
and ready to perhaps explore new routes

{{00:06:57}}
to market and ways to market and talk
about your brand in different ways.

I think the difference in what
you get from brand building

versus that  traditional marketing
spend is that you create a deeper

So you are, if you can get this right,
you are with them for the journey.

So they might, their point of
purchase might not be now, but you

Hi, I'm Vicky Young, I'm
founder and CEO of Nalla.

We're an agency that specializes
in brand building, , and

digital brands and activating
those,  across multiple spaces.

I want to talk to you today about the
difference between brand building and

also traditional market spend, because
there's a lot of confusion at the

moment with what these things mean and
how you can apply them successfully.

So what do we mean by brand building
versus traditional marketing?

Well, brand building is where a
company or an organization promotes

the actual brand and what the
brand does through marketing.

Whereas traditional marketing spend
is, tends to be focused on a product

So when you look at the two,
and there's been some headlines,

around businesses who've made
considerable savings or extreme

What they mean by not
investing in marketing.

It's that the brand building is taking
the kind of the hard work and is

There were two brands
that do this quite well.

One I'll talk about now,
which is tony's chocolate.

Tony's chocolate,  essentially is
used brand design as its investment

and hasn't needed to require any
investment in marketing because

it's brand, it's commitment to
its brand and what it means.

And communicating that through
its on-pack,  has able to

So it's not investing in
any actual marketing per se.

That doesn't mean they haven't
spent, and I think that's a, a kind

of, a bit of a myth that, oh, if I
invest in my brand building, It cuts

marketing spend, it doesn't, it's
just spending it in a different way.

So I think at the moment, the
businesses who are making that switch

to invest in that brand building
versus that marketing spend, and

a recent company that's done it
with huge success,  is Airbnb.

So they actually switched their ad
spend to purely focus on that brand

building piece to promote their, their,
ethos, what the brand represented.

And a lot of their,  brand messaging
was around to kind of belong anywhere.

And they really led with that
messaging and it's  given

And the reason behind that is because
they picked up quite early on is that

there's a massive shift with,  kind of
uncertainty at the moment, and everyone

We make 65,000 decisions whether we're
unconscious or conscious every day.

And really what they've done is
they've just tapped through into

what people actually,  the long-term
purchase gains, what people are

So they've invested heavily in that
brand building and cut off the kind

of traditional marketing spend,
which has seen an acceleration

So when I speak to clients,
I'm always really honest.

I don't hold a crystal ball of what
is the right and wrong way,  of what

the future holds for how branding
and marketing is gonna roll out.

But I feel it's a big shift in
trend in making things a lot more

And we're seeing that in the massive
rise of,  user generated content.

You know, try,  getting
consumers to do videos,  about

your brand or your product, but
genuine ones not paid for that.

That, that, I think the, I think the
rise of influencer is potentially

gonna way off because I think people
are starting to see through that.

And I think what people are interested
in doing is connecting with businesses

and brands,  and products that
are genuine,  offer a sense of

authenticness,  and are generally
there to sort of have a deep ethics.

So seeing a lot more that brands
that succeeding are people who are

And more connection
with the environment.

I think the difference in what
you get from brand building versus

that mar traditional marketing
spend is that you create a deeper

So they might, their point of purchase
might not be now, but you are creating,

a connection with them that when they
are ready to buy, they'll come back.

Whereas the difference with kind of
traditional marketing, which is we've

got a special offer on now, like
let's push this product or service.

You are missing out on that long
term,  kind of connection and build.

Everything that you do in marketing
needs to be driven by data.

It needs to be driven by an
understanding of your audience,

understanding their needs, wants and
desires, and also understanding where

So there's a real mixture
of different data that comes

Only when you understand your customer
truly can you then make decisions

on how should we then,  kind of lean
into where the desire is and how

can we kind of contact them and, and
make them, drive them to purchase

I personally think that there
is gonna be a shift in how

marketing and branding is
used and rolls out, rolls out.

I think naturally digital
is a huge part of that.

We've got AI coming into the market
in a bigger way now, and then we've

got just the general cultural shifts
of how people relate to things.

If I'm honest at the moment,
I feel that there's a

Businesses don't quite understand
how to spend with their marketing,

Expert Insight

Good marketing isn't always about selling a product or service to potential customers. Sometimes it is the brand itself that's star of the show.
In this video Vicki Young, founder and CEO of Nalla Design, breaks down the difference between brand building and marketing spend and explains when you might choose one rather than the other.

Marketing

Brand

Brand Innovation

crisis

Crisis management

medium_1671814956140.jpg

small_1671814956140.jpg

thumbnail_1671814956140.jpg

xsmall_1671814956140.jpg

1671814956140.jpg

Vicki Young

Founder and CEO

Young elaborates on the distinctions between brand building and marketing spending, as well as their respective areas of focus within a business.

What are brand building and traditional marketing spend

Young discusses the implications diverting marketing spend into brand building. She also provides case studies to illustrate her point.

Main differences between the two

Young explains how tapping into emotions, rather than asking people to make immediate purchasing decisions can pay off in the long run. 

Focus on brand-building

Discover Young's recommendations on authentic content and brand engagement.

Modern consumers 

Young provides her perspective on how to create a connection with your customers and how to build a journey for a long-term partnership.  

What brand building offers that traditional marketing doesn't 

According to Young, understanding your audience through data is the only foundation for a reliable strategy.

The best strategy

Young shares her thoughts on how marketing and branding may transform in the future, particularly with the advent of AI.