Your CEO Won't Fund a Feeling | How to Measure Brand Experience

Sponsored By: Experience Fresh A 50th anniversary campaign at Friendship Village ended with a full building. Getting it funded, and proving it would deliver a return, was the harder work.
Brett Arndt, Founder + CEO of Experience Fresh, and Carmen Fronczak, CRO of Friendship Village, walk the campaign end-to-end: how the investment was pitched internally, what got measured and what didn't, which numbers moved and in what order, and where brand credit stops and sales execution starts. Attendees see the actual pitch structure used to secure funding and the KPI set used to defend it afterward (including the metrics that triggered budgets and the ones that fell flat).
This session is built for marketing and revenue leaders who believe in the power of brand but keep losing the budget argument.
Session Learning Objectives: List 3 actionable takeaways participants will learn during this session
1. Participants will see an outline and structured pitch that survives a CEO, CFO, or board.
2. Data to lead with and data to leave out and build a defensible brand measurement set (Return On Experience vs. Return On Investment).
3. Attendees will leave with a practical framework for quantifying brand initiatives to secure ongoing executive buy-in.