The FT Investment in Brand Award - who should be the 2022 winner? Nominate below.
In modern marketing, where brands are built step-by-step at every customer touchpoint, consistency is crucial. That’s why The Drum has teamed up with the FT once again to recognize the importance of long-term thinking, investment and planning to marketing success, as part of The Drum Awards for Marketing 2022.
We want your help to decide who should be in the running for this award, please nominate below the brand or brands you think fit the following criteria. You can nominate up to 3. Deadline for nominations: March 23.
This year’s winner will be a brand that has shown resilience in the face of change, overcoming the pressures of short-termism to continue to invest in the creation of long-term brand equity. Judges will consider the different perspectives of what investment in brand could mean, recognizing the strategies that successfully balance social purpose, sustainability, communication and growth.
Has the brand strategy or message been consistent over a considerable period of time – pre-, during and post-pandemic? • Did the brand show balance and resilience throughout the pandemic and successfully overcome the pressures of short-termism? • Is there evidence of investment in long-term brand value? • Is the strategy well integrated into every area of the brand, advertising, design, general comms and, when appropriate, the product itself? • Is it innovative in some respects, and does it cut through in its relevant field? • Does it provide insights others can learn from? • Is it the sort of work any judge or marketing professional would be proud to have been associated with?