Brandweek Masterclass: The Business Case for Brand

Headshot of Heide Palermo

Investing in brand versus performance is a constant tug of war, but oftentimes the ROI of brand-building is hard to defend. In this masterclass, learn how to approach brand and performance together—at the “intersection of building buzz and building business.” You’ll also learn how attribution tracking can be better linked to business outcomes and how to leverage channels for holistic storytelling.

Lesson 1: Taking an Integrated Approach
Taught by Marisa Thalberg, Chief Brand and Marketing Officer, Lowe’s Companies, Inc.

Lesson 2:
Measure What Matters
Taught by Tariq Hassan, CMO, Petco

Lesson 3:
Turning a Brand Into An Experience
Taught by Vineet Mehra, Global Chief Marketing and Customer Officer at Walgreens Boots Alliance

For more Brandweek Masterclasses, visit the library or the toolkit.

@heidefaith Heide is the senior director of brand community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers. She also leads Adweek's Innovators Council.