CHICAGO, Oct. 02, 2025 (GLOBE NEWSWIRE) — TransUnion (NYSE:TRU), in partnership with MMA Global, today released a new whitepaper, Giving Marketing the Credit it Deserves, revealing how traditional measurement methods have undervalued the impact of brand marketing on sales by as much as 83%. The findings demonstrate that when properly measured, brand campaigns don’t just build sentiment; they deliver performance by helping win new customers and driving long-term revenue growth.
For years, CMOs have struggled to make the business case for brands when boardroom metrics favored short-term performance. The new Brand as Performance (BaP) framework changes that by proving how brand-building translates directly to customer acquisition, retention, and sales. BaP was first introduced by MMA Global in 2022 and has now been validated across multiple industries.
“Brand as Performance gives marketers the language and evidence to prove what they’ve always known: brand drives growth,” said Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion. “By linking brand-building directly to measurable outcomes, we’re helping CMOs protect budgets, accelerate results, and speak to the C-suite with confidence.”
“We now have a framework that proves brand investment compounds over time and drives growth in ways short-term tactics never could,” said Greg Stuart, CEO of MMA Global. “It is the kind of evidence the industry has been missing.”
The whitepaper features results from major U.S. brands, Ally, Kroger, and The …