Not with an attribution model. You prove it with a controlled experiment: matched test and control markets, sustained brand media in one and not the other, and the measurement framework agreed before anything runs. That produces a number the finance function will accept, and a method that does not have to be rebuilt next budget cycle.
Performance marketing is measured to the decimal. Brand is measured by proxy, if at all. The board asks what the brand budget returned, and the honest answer involves awareness tracking that nobody outside marketing finds persuasive.
The budget conversation happens every year, and brand loses it every year, because the case for it is made in a different currency than the case against it.
Companies reach for attribution modeling, which measures the last thing a customer touched rather than the thing that made them willing to touch it. Brand loses under every model built to reward proximity to conversion.
The other failure is measuring brand health instead of brand impact. Awareness went up is not an answer to what did we get for the money, and everyone in the room knows it.
Coologee runs brand investment as a controlled experiment. Matched test and control markets, learning objectives and success criteria set before anything runs, and reporting across upper-, mid- and lower-funnel KPIs so the effect can be traced rather than asserted.
The output is a number and a method. The number settles this year's argument. The method means the argument does not start from zero next year.
Tell us what you are working on. No qualification gauntlet — we qualify in the conversation, not on the page.