The Multiplier Playbook: your guide to better marketing

Are you stuck in the ROAS death spiral? Marketers have long struggled to prove the ROI of brand building, relying on flawed, short-term metrics that erode long-term value. BERA's Michael Reh and WARC's Ann Marie Kerwin explore how to accurately track and quantify the Multiplier Effect—the compound growth achieved when brand and performance marketing work together.

Guests:
Michael Reh, Head of Data Science and Analytics, BERA
Ann Marie Kerwin, Americas Editor, WARC

Chapters:
0:00 – Intro: The Multiplier Effect on The WARC Podcast
0:10 – Why brand building struggles to land in the C-suite
2:06 – Framing brand as a financial asset, not a marketing expense
3:48 – How strong brands boost ROAS and performance marketing returns
5:17 – The “missing 15%”: uncovering base sales driven by brand equity
8:01 – The brand equity metrics that matter: familiarity, regard, meaning, uniqueness
10:18 – The “doom loop”: cutting brand advertising and eroding equity
12:24 – Connecting brand equity to pricing power and profitability
16:20 – How brand building grows enterprise value and stock performance
19:15 – Brand equity as crisis insurance and a buffer in volatile times
21:55 – One piece of advice for CMOs on true marketing effectiveness
23:20 – Multiplier Playbook: where to find BERA’s findings on WARC
23:40 – What’s next in the Multiplier Playbook podcast series

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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