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On this episode, host Sima Vasa talks to Greg Silverman, Global Director of Brand Economics at Interbrand. Greg shares how Interbrand quantifies the financial impact of brand and aligns marketing insights with shareholder value. Drawing from decades of brand valuation work, he explains how research, including discrete choice modeling, bridges the language gap between CMOs and CFOs. He also discusses the power of fast, data-driven solutions in transforming client strategy.
Key Takeaways:
(02:13) Greg’s career journey blends retail, franchising, consulting, branding and tech innovation.
(04:31) Metrics like awareness must connect to growth, EBIT, and share price.
(07:58) Smaller, focused partnerships can deliver faster, more cost-effective solutions.
(09:43) Brand can account for far more value than leaders initially expect.
(11:57) Understanding brand potential unlocks new revenue within specific market segments.
(14:19) Research helps CMOs and CFOs align on brand investment decisions.
(16:00) Traditional marketing metrics no longer justify brand investment alone.
(17:54) Insights must bridge the gap to measurable business impact.
Resources Mentioned:
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