There are few philosophical stances that will influence everything about your marketing thereafter.
Deciding to prioritize brand versus performance is one of those things.
I call this the Law of Brand vs Performance Marketing. It states:
All marketing activities are a trade-off between immediate conversion and brand equity.
This means there is a trade-off between brand marketing and performance marketing.
Performance marketing means better short-term conversion, but worse long-term brand equity.
Brand marketing means worse short-term conversion, but better long-term brand equity.
This is worth discussing with your team:
“If you could only prioritize brand or performance, what would you pick?”
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