Reigniting growth: How established brands can rethink marketing budgets

Benchmark Your Budget

• Spend a moderate percentage of net revenue – typically 5–15%, depending on your sector and goals.
• Be prepared to increase temporarily for major rebranding or product launches.

Balance Core and New Investment

Split spend between sustaining core channels and investing in innovation. Innovation may include:

• New products or services
• Entry into new customer segments
• Emerging channels or media

Refresh the Brand, Reignite the Story

• Consider a storytelling refresh to re-engage lapsed or passive customers.
• Allocate sufficient budget for rollout across content, assets, and internal adoption.

Revisit Acquisition Strategies

• Short-term growth may need a higher allocation to performance marketing.
• Modernise your mix: influencer partnerships, digital-first video, or affiliate models.

Explore Strategic Collaborations

Partnerships can unlock untapped audiences and create fresh relevance without starting from scratch.

Refer Back to Foundational Guidance

For a comprehensive look at structuring your budget, revisit our main guide here.