Brand marketing vs. performance marketing

Why this decision impacts everything about your marketing

“Do we as a team prioritize brand or performance? More importantly, are we comfortable with the trade-offs that come with each path?

Performance-driven companies optimize for immediate wins

But once you’re addicted to throwing money at a problem, it’s hard to pull back.

Brand-driven companies optimize for brand equity

A brand-driven approach means worse short-term conversion, but better long-term brand equity.

Most people want the long-term brand equity, but aren’t willing to live with the worse click throughs or lower revenues.

Can you optimize for both brand and performance?

When you can’t rely on low-hanging fruit tactics, you have to get much more creative.

Marketing | Product | Strategy | Prev: altMBA, Seth Godin HQ, Flite (acq by Snapchat), Gap Inc. @wes_kao | weskao.com