IPA and FT make the case for brand building

The collection examines the commercial impact of long-term brand building and its contribution to business performance.

The Institute of Practitioners in Advertising (IPA) and the Financial Times (FT) have published The short book of long-term growth, a compendium of more than four decades of evidence on how advertising builds brands and how strong brands contribute to sustainable business growth.

Drawing on the IPA Databank and IPA Effectiveness Awards case studies, the publication brings together a series of co-branded FT advertisements, each supported by evidence summaries and relevant case studies.

How long-term brand building drives growth

The compendium highlights the importance of balancing short-term activation with long-term brand investment. It explores how trusted, memorable and emotionally engaging marketing communications can support sustainable growth, while examining the role of brand strength in pricing power, profitability, market share and organisational resilience during economic uncertainty.

The publication also considers how brand-building activity influences stakeholders beyond consumers and reinforces the importance of leadership support for marketing within organisations.

IPA highlights the commercial value of advertising

Laurence Green, Director of Effectiveness, IPA: "This compendium is, in many ways, an advertising campaign for advertising itself. Drawn from the unrivalled evidence contained within the IPA Databank's 1,600-plus effectiveness case studies, it brings together some of the strongest proof we have of advertising's contribution to business success.

"At a time when organisations face growing pressure to prioritise immediate results, the evidence continues to show the importance of taking a longer-term view. Effective advertising builds brands, and strong brands build stronger businesses.

"The Financial Times is the ideal partner for this initiative. Its influence among senior business leaders gives us a unique opportunity to contribute to a shared understanding in the boardroom, not just that advertising works, but how it works, and why sustained investment in brand building remains one of the most powerful drivers of growth."

Financial Times targets senior business decision-makers

Enzo Diliberto, Commercial Strategy and Insight Director at the Financial Times: "Brand - and the trust that underpins it - is a business asset and increasingly a boardroom concern. Research featured in this collection shows that financial analysts consider the strength of a company’s brand and marketing when assessing its prospects.

"Our work with the IPA has sought to put this evidence in front of senior decision makers, challenging assumptions and helping them make more informed choices. This compendium brings together some of the key ideas and research from that partnership.

"The business environment will keep changing. The principle is more durable: take the long view, follow the evidence and invest for future growth."

The booklet can be accessed here

www.ipa.co.uk

www.ft.com

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