Sep 16, 2026 · 44 min · 12 segments
Brand marketing can feel difficult to defend when every dollar is expected to produce an immediate, measurable return. But the strongest brands understand that relevance, trust, and emotional…
Amit SinghGuest
Greg WiseHost
You've had a tremendous career and you've been at multiple companies and you've certainly had the pressure of growth targets, right? Maybe there's board or C-suite scrutiny.
You look back on all of that, like what's your honest take on where we've been, where we are and where we're going to go? As it pertains to like a digital only approach, everything has to be measured to something that's a little bit more well-rounded.
Yeah, I think one of the things that the focus on digital marketing and advertising has done is opened up people's eyes to the amount of metrics that are available to measure things.
On one side, I think it's incredible that you can really see the value of every dollar of investment.
Did it bring people into the funnel? What did they do when they got there? What's the lifetime value of my customers? That's great.
And I think the ability to have that kind of information at your hand is really powerful.
On the other side, I think it's also made in a way that you know the price of everything, but the value of nothing.
And so what that means is when you can measure everything, sometimes you fail to see the value of longer-term investments that might not show up in your metrics in a given quarter or even in a given year.
How do you measure relevance? There are surveys you can run and brand metric trackers you can do, but those things don't show up quarter by quarter.
So I think the biggest challenge if you're a marketer right now, and I really do feel for C-suite marketers, is firstly, how do you internally balance this? And then how do you bring all the other stakeholders along? In my consulting and advisory role, I always tell agencies and brands, that's the biggest challenge that you have to solve for.
How do you internally balance the alignment of incentives between the money that's being spent and the results that are being generated so that it's not just short-term focused?
I have to ask you that I'm pulling on that thread specifically because we talk about this almost on every episode.
It's a core pillar of what we've helped with that one screen, which is filling the confidence gap, right? The confidence gap specifically again, with our part of brand and working with marketers who, by the way, I'm a very marketing forward, founder, salesperson, whatever it is.
And all the marketers who know me know that I very much believe in marketing and the power of marketing.
You've had a tremendous career and you've been at multiple companies and you've certainly had the pressure of growth targets, right? Maybe there's board or C-suite scrutiny.
You look back on all of that, like what's your honest take on where we've been, where we are and where we're going to go? As it pertains to like a digital only approach, everything has to be measured to something that's a little bit more well-rounded.
Yeah, I think one of the things that the focus on digital marketing and advertising has done is opened up people's eyes to the amount of metrics that are available to measure things.
On one side, I think it's incredible that you can really see the value of every dollar of investment.
Did it bring people into the funnel? What did they do when they got there? What's the lifetime value of my customers? That's great.
And I think the ability to have that kind of information at your hand is really powerful.
On the other side, I think it's also made in a way that you know the price of everything, but the value of nothing.
And so what that means is when you can measure everything, sometimes you fail to see the value of longer-term investments that might not show up in your metrics in a given quarter or even in a given year.
How do you measure relevance? There are surveys you can run and brand metric trackers you can do, but those things don't show up quarter by quarter.
So I think the biggest challenge if you're a marketer right now, and I really do feel for C-suite marketers, is firstly, how do you internally balance this? And then how do you bring all the other stakeholders along? In my consulting and advisory role, I always tell agencies and brands, that's the biggest challenge that you have to solve for.
How do you internally balance the alignment of incentives between the money that's being spent and the results that are being generated so that it's not just short-term focused?
I have to ask you that I'm pulling on that thread specifically because we talk about this almost on every episode.
It's a core pillar of what we've helped with that one screen, which is filling the confidence gap, right? The confidence gap specifically again, with our part of brand and working with marketers who, by the way, I'm a very marketing forward, founder, salesperson, whatever it is.
And all the marketers who know me know that I very much believe in marketing and the power of marketing.
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