Many marketers are familiar with Binet and Field’s legendary 60/40 rule: A marketing budget should allocate 60% toward long-term brand building and 40% toward short-term sales activation. It’s a solid rule of thumb. The problem is, many organizations aren’t actually sitting down to calculate their current ratio and, as a result, are probably underinvesting in brand marketing without realizing it.

What are the first brands that come to mind when I say: tissue? Statistically, you probably thought of Kleenex. (If not, you’re an anomaly who should be celebrated.)