1 min read

Understanding Attribution and Brand Marketing

Successful brand marketing starts with understanding that attribution is a collection of influence, not a single point of reference. It’s a slow burn, not a bolt of lightning. It’s showing up consistently for a long time until timing and memory align.

30-second read (+1:39 watch)

The goal of brand marketing—employer or corporate—is simple:

Build your presence online to help your recruiters and salespeople more easily sell a job or a product. It’s about deals and hires.

That’s not interesting. This is:

Successful brand marketing starts with understanding that attribution is a collection of influence, not a single point of reference.

It’s a slow burn, not a bolt of lightning. It’s showing up consistently for a long time until timing and memory align.

Lacking this understanding keeps many marketers—talent and product—from creating things at scale and becoming the top-of-mind solution in their market.

  • They’re obsessed with brand alignment and things looking a certain way.
  • They want (need) to attribute a result to a single event, a single piece of content, a single interaction, when that’s not how job seeking and buying happens.
  • They are overly concerned with quality and therefore unwilling to test and experiment.

Unboxing your content and focusing on creating a collection of influence is the secret sauce.  

If you can’t do this and choose to get caught up in perfection and instant gratification, you’ll struggle with this model.

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