Brand, value and growth: how do we really measure marketing’s contribution?

In professional services, few topics generate more heat – and less clarity – than brand and measurement.

Most leaders instinctively know that brand matters. It shapes trust, preference and reputation. Yet when budgets tighten or decisions get harder, the same question resurfaces:

How do we quantify marketing’s contribution to growth – and how confident should we be in the numbers we use?

At this session, we’ll take a pragmatic, leadership-level look at brand equity and measurement – not as an academic exercise but as a tool for better decision‑making.

Bringing together perspectives from inside a professional services firm and from the media and measurement world, the discussion will explore:

• – Why brand is best understood as a multiplier of commercial performance, not a standalone activity
• – The real challenges of measuring marketing impact in complex, regulated, long‑cycle businesses
• – Which metrics are genuinely useful for partners, COOs and boards – and which create false certainty
• – How firms can move towards stronger measurement discipline without over‑engineering or losing sight of judgement
• – What “good” looks like when marketing, finance and leadership share accountability for growth

Our speakers will draw on live experience rather than theory, addressing what is realistically measurable today, what requires longer-term data maturity and how leaders can use imperfect information with confidence.

Whether you are responsible for growth strategy, governance, investment decisions or firmwide performance, this session is designed to give you clearer language, sharper frameworks and more confidence in how you think about brand and value.

We hope you can join us for a thoughtful, practical conversation on one of the most persistent challenges facing professional services leaders.