GAIN 2024: Unlocking Brand Strategies for Capturing Attention & Driving Growth

Build a smarter marketing strategy by aligning brand and demand to drive growth.

Presenter: Robin Vaitonis, Client Strategist, Grafik

Brand marketing is often misunderstood or undervalued, especially when compared to demand generation. In this session, Robin Vaitonis breaks down what brand marketing really is, how it works, and why it is essential to long-term growth in the federal space.

You will learn how brand and demand strategies work together, how to allocate investment across both, and how to measure brand impact with the right metrics. The session also brings these concepts to life through a real-world case study, showing how an integrated approach can increase visibility, engagement, and revenue.

This course was delivered at GAIN 2024. GAIN is the premier B2G Marketing Conference, presented by GovExec. It happens in the DC Metro area each Fall.

What brand marketing is and why it matters in the federal market
How brand and demand generation work together to drive growth
How to allocate budget between brand and demand based on business goals
Why an always-on brand presence is critical for long-term success
How to measure brand performance using meaningful, executive-level metrics
How to apply these strategies through integrated campaigns and real-world examples
How brand investment impacts conversion, positioning, and revenue over time