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When you think beyond the quarter, you’re not just buying reach, you’re earning reputation. And that’s what keeps audiences coming back. The Brand Building in Focus white paper by Kantar and StackAdapt warns that brands too focused on short-term performance are quietly trading away future growth. The data shows that over time, this approach leads to declining base sales, weakened consumer affinity, and shrinking market share, all because emotional connection gets lost in the chase for conversion
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