What Brand Investment Really Looks Like

And Why It’s Misunderstood

Brand-building is not about big budgets or clever ads. It’s about memory, value, and long-term commercial return.

In most FMCG businesses, the phrase “we need to invest more in the brand” is often used but rarely unpacked properly. Everyone agrees that brand matters—but not everyone agrees on what investing in it actually looks like. Is it media spend? Pack refreshes? Purpose campaigns? All of the above?

When a term like “brand investment” is poorly defined, it becomes difficult to protect. It’s seen as optional. As soon as margin pressure rises or a trade partner pushes for promotions, brand budgets shrink.

But brand investment is not abstract. It is specific, measurable, and commercially grounded. It builds future demand, pricing power, and customer preference. And in categories where purchase decisions are fast and functional differences are small, brand is the only real moat.