Branding is usually an understood and accepted marketing objective at the C-level. At the same time, demand metrics such as pipeline performance and funnel optimization are what most marketing leaders are measured against. Can marketing do both? Should they, especially if the company is earlier stage? In this first of two episodes on brand and demand, we speak with Beth Hunsicker Parker, founder of Dotmap Marketing Partners and an expert brand marketer. Beth describes how brand building is not a separate activity but a system that ultimately leads to demand.

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