This change is necessary because when you do marketing well and think about it in the long term you are building value in your brand
Think about it does a generic baked beans company have any value if they want to sell their company?
Probably not other than the cost of machines and other assets in the business
But then think of a company like Heinz Beans, they sell the same product but if they went to sell to another company they would be worth infinitely more
This is all because they have invested in their brand through their marketing
So with your marketing change your minds set from a cost where you want short term wins to one of an investment which will payoff in the long run
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