Welcome back to the Brand Drivers newsletter. In this week’s edition, we’re looking at why brand building is far more than just a “nice to have” for startups.
We’re also digging into how Google’s AI Mode is quietly changing traffic patterns in Search Console, and why now is the time for marketing teams to step into a leadership role, not just a supporting one.
Here’s what’s happening and why it matters.
What's The Buzz?
Brand Building Is Not a Luxury, It's a Growth Strategy
Brand building is frequently sidelined in favor of short-term wins, but that delay can cost more than it saves. As marketer Jack Ferguson pointed out in a recent LinkedIn post, putting off long-term brand investment leaves companies stuck in the grind of chasing short-term gains. It's important to show stakeholders how brand equity makes marketing more efficient while also laying the groundwork for sustainable growth.
That message is echoed in new research from the IPA and Tracksuit, which makes a compelling case that early-stage companies can’t afford to treat brand as a “nice to have.” Their data shows that startups who invest in brand early see significantly higher sales and profit growth than those focused only on immediate returns.
In short, brand building isn’t just for big companies with big budgets. It’s a strategic advantage for any business that wants to grow with intention and stay top of mind to your potential customers.
Marketing News You Need To Know
AI Mode Clicks Are Now in Search Console
Google just confirmed that clicks and impressions from its AI-powered search experience, "AI Mode", are now included in Search Console Performance reports. This new update may cause shifts in your traffic patterns, so it’s worth paying close attention when reviewing metrics. AI Mode breaks down queries into multiple subtopics and runs parallel searches, which could impact how and when your site appears in results.
You don’t need to make any technical changes to show up in AI-powered features, and standard SEO best practices still apply. But without dedicated tabs in Search Console, it’s tough to separate AI traffic from standard search, making attribution murky. If you want the full breakdown and what to do next, check out the updated documentation and this helpful AI Mode webinar.
Why It’s Time to Put Marketing Back in the Driver’s Seat
Too often, marketing gets stuck in a support role, brought in at the end to “make things look good” rather than help shape strategy from the start. This article by McKinsey & Company makes a strong case for placing marketing at the center of strategy, where it can use customer insights to connect teams and keep the company focused on real customer needs. For this to happen, marketing leaders must be seen as business leaders, supported by the executive team to break down silos and build trust across departments.
Additionally, businesses should rethink how success is measured. Traditional marketing metrics don’t always resonate with leadership, but when marketing and finance collaborate on shared goals tied to customer value and revenue, alignment improves. This gives marketing a stronger voice and helps the whole business grow.
Marketing is way more than messaging. It’s a key driver of long-term success. Check out the full article from McKinsey, which builds on their 2023 research on modern marketing and growth leadership.
The Latest From MBE Group
As a testament to his impactful career in automotive communications, Tom Marx, co-founder of Marx Buscemi Eisbrenner Group (MBE Group), has been named the 2025 ACC IMPACT Award winner by The Automotive Communications Council (ACC). This prestigious recognition highlights Tom’s outstanding innovation, leadership and significant contributions to the industry over the years.
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