60%
60% -- brand building budget share for Marketing budget allocation (long-term brand building vs short-term activation) (2024)
Brands achieve better results by allocating 60% of marketing budget to multiyear, emotional, mass brand building and 40% to short-term activation.
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
The 60/40 benchmark quoted in the article: 60% of budget to multiyear, mass brand building and the remaining 40% to short-term activation, attributed to the findings in 'The Long and the Short of It' (Binet & Field) after studying many companies. Range split: 60% brand building / 40% activation.
<blockquote cite="https://lighthousedata.io/data/brand-building-60-40-budget-split" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- brand building budget share for Marketing budget allocation (long-term brand building vs short-term activation)<br><small>Source: Les Binet & Peter Field (IPA) (2024) · <a href="https://lighthousedata.io/data/brand-building-60-40-budget-split" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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