Inspiration from Detroit

There was a great article in Ad Age today about Ford focusing on the top of the funnel to gain share in the current market and improve their long-term competitive position.  Ford and other forward-thinking marketers realize today’s market conditions are temporary, but their brands are long-term assets.  Maintaining proper balance throughout the purchase funnel even during this critical, challenging time can build significant equity in a brand as competitors over-focus on the bottom of the funnel.  As Ford has shown, increasing brand equity can yield measurable benefits now even while positioning a brand to accelerate into the inevitable recovery.

About Andy Atherton
I am currently SVP, Data & Yield at Healthline. Complete background on LinkedIn...

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