Kantar report warns: Obsession with short-term marketing is killing long-term brand growth

A new report from Kantar and StackAdapt is sending a wake-up call to marketers across the Asia-Pacific: the relentless focus on short-term performance marketing is silently eroding brand strength, and with it, future profits.

Backed by 6.5 billion consumer data points and featuring insights from some of the world’s most respected agencies including Dentsu, Publicis, Havas, and Australia’s own indie standout, Sunny Advertising the white paper, titled Brand Building in Focus, delivers a sobering analysis of how current marketing behaviours are putting long-term brand value at risk .

Its headline findings? Brands that over-index on short-term metrics like clicks and conversions may enjoy a quick sugar hit but often see base sales decline over time, weakened consumer affinity, and shrinking market penetration.

By contrast, brands that maintain emotional connection and meaningful difference enjoy serious competitive advantages:

●      5x market penetration

●      Ability to charge up to 14% more

●      More resilient, more profitable long-term growth

“When no one’s looking past the quarter, the brand suffers,” the report notes. “And with most CMOs staying in their roles just 2–3 years, the pressure to deliver immediate ROI is pushing brand equity off the table.”

“If we only optimise for the quarter, we risk losing the brand equity that keeps customers coming back.”

That’s the insight from Sarah McNeil, CEO of Sunny Advertising, who contributed to the report as the only indie agency voice. Her perspective is clear: without balancing brand and performance, marketers risk long-term erosion in favour of fleeting wins.

The report doesn’t just spotlight the issue, it provides practical tools to help marketers rebalance strategy. From Marketing Mix Modelling to Brand Health Measurement, Kantar’s frameworks show how brand-building can be tracked, measured, and improved across both short and long timeframes.

For brands ready to stop chasing quarters and start building value, Brand Building in Focus delivers both the evidence and the action plan.

View the report here.