PROPHET：2024年品牌和需求报告（英文版）

Our latest research goes further.This study demonstrates that for manythe discussion is focused on resourceallocation; in other words, how muchshould lspend against each? This hasresulted in a strong swing towards demandbased spending since 2022. But cruciallywe found there is no difference in thespending patterns between those thatoutperform their competition and thosethat don't.Instead, we found that winning businesseslook beyond discussions about budgets.They have both a mindset of int