Majority Rules: Brand building advice for the ‘marketing majority’

When we set out to create DCA's first deep dive, the choice of topic wasn't immediately obvious. The marketing landscape is rich with challenges worthy of exploration. But as we spoke with marketers across the industry, a clear pattern emerged: brand building has become a paradox of modern marketing.

We have more evidence than ever about its importance, yet practitioners – especially those in the marketing majority – consistently struggle to make it work within their reality. The disconnect became impossible to ignore. While the industry celebrates billion-dollar case studies, most marketers operate with more modest means, where every penny spent must demonstrably drive business value.

This deep dive is our response to that disconnect. Over three months, we conducted dozens of interviews with practitioners who've successfully navigated brand building within mid-market constraints. We spoke with CFOs about what makes marketing investment cases compelling. We examined how successful brands are achieving scale without traditional mass media approaches. And we uncovered patterns in how organisations are evolving to balance brand building with performance demands.

The result is a fresh guidance system for brand building in today's fragmented landscape. One that acknowledges the constraints most marketers face while providing practical pathways forward. Rather than attempting to replicate the strategies of industry giants, this is about crafting approaches that work within your own commercial reality.

How to Use This Deep Dive

We've structured this content to be accessible in multiple ways. You can download the complete PDF for a comprehensive view, or explore individual sections that address specific challenges:

• Is the Brand Building Narrative Elitist?
  Examining the disconnect between industry literature and market reality
• Know Which Principles Are Practical for You
  Adapting proven approaches to mid-market constraints
• Turn the Brand Narrative into Business Numbers
  Making the case for brand investment in CFO-friendly terms
• The New Body Language of Brand Building
  Fresh approaches to achieving scale without traditional mass media
• In Summary: Your Action Plan
  Practical steps for implementing these insights in your organisation

Each section stands alone while contributing to the larger narrative. Choose the approach that best fits your needs and time constraints.

This is just the beginning of our deep dive series. We're already working on the next edition, informed by your feedback and evolving industry needs. Thank you for being part of this journey.

Download the full deep dive here.

Amar Chohan
Founder & CEO, Department of Creative Affairs