The article discusses how businesses might think about reducing their spending on brand marketing during tough economic times. However, the author, Stephanie Wicky, argues that tracking how a brand influences the speed of sales can show that it's actually beneficial to invest in both brand marketing and lead generation. In other words, maintaining a strong brand can help companies close deals faster, even when the economy is struggling. This suggests that instead of cutting back on brand marketing, companies should continue to support it to improve their sales outcomes.
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