Most marketing people stop at sales

Too early. What this evidence suggests is much bigger: Brand differentiation does not just move revenue. It moves valuation. Higher margins. Higher multiples. Higher shareholder returns. So capital markets are not only paying for growth. They are paying for differentiated growth. That is the missing bridge between marketing and finance. The image below shows that brand differentiation may affect not only cash flows, but also the multiple investors are willing to pay for them. In simple terms: +1.9 percentage points higher RCE margin, +27% higher EV/EBITDA multiple, more than 2x Total Shareholder Return (50% vs 21%), and more than 2x value-to-sales (232% vs 111%). Same sales. Different brand. Totally different market value. Source: Ryan Barker and Greg Milano, “Building a Bridge between Marketing and Finance,” Journal of Applied Corporate Finance, Volume 30, Number 2, Spring/Summer 2018, pp. 29–39.