Performance marketing or brand marketing? Both.
Brand building v performance marketing: experts on a dumb dichotomy
What we’re talking about when we talk about brand v performance is the investment decision between building long-term reputational cache, awareness and recognition (that’s brand) and targeted pushes toward measurable outcomes such as sales and engagement (that’s performance).
As a baseline, our panel agreed that a strategy purely focused on either one would be a risk. “The challenge for every brand is getting that balance between the two; you can’t do one without the other. Brands that just focus on sales won’t get any longevity ... whereas if you just do the brand building you might miss out on short-term sales,” says Bethan Gibson, Space and Time’s business director.