Brand vs. Performance: Can They Build a Happy Union?
The Battle Between Brand and Performance Marketing Rages On
A brand isn鈥檛 just a logo or slogan 鈥� it鈥檚 a company鈥檚 most valuable asset. That鈥檚 not new thinking, but it鈥檚 more important now than ever. While most business leaders and marketers are laser-focused on performance and measurable outcomes, brand perception remains a critical factor. That鈥檚 why we鈥檙e seeing advertisers reassess the power of brand marketing and put more resources behind it.
How significant is the shift? In just two years, planned investment in brand marketing has surged by 56%, with one in three companies increasing their spending on branded campaigns. Performance marketing still matters, of course 鈥� and receives the lion鈥檚 share of investment — but fewer companies are boosting budgets in that area.
The debate between brand marketing and performance is ongoing and unlikely to die down. As companies seek an edge in today鈥檚 crowded marketplace, a strong brand sets businesses apart, keeps consumers engaged, and fosters loyalty. Brand awareness does more than just win over fans; it acts as a safety net during economic slumps or when competition heats up, where top-of-mind loyalty drives buying decisions.
CMOs Are Not Shying Away from this Discussion – They鈥檙e Boldly Sharing Their Views
Brand is really a multiplier on performance… If we have an incredible brand and people love us, then we can bring new customers into the funnel, we can convert them better and we can retain them better. We have to be incredible storytellers and understand how to build a great brand, and also be able to hit all those metrics that we have to hit to really have accountability to the CFO [and shareholders].
We really need to continue to invest in the brands, because it is decades of consistent contributions to the brand equity bucket that made our brands what they are today.
For the longest time, it was like brand or performance, and I just refuse to participate in it. If you think about the construct, when were we ever told, ‘Oh yeah, go build the brand, but who cares if it performs. Oh, and by the way, perform the heck out of something, but who cares if it deteriorates the brand!’ It’s just counterintuitive in terms of what we should do.
While brand marketing can be hard to champion in an industry obsessed with quick sales metrics, its value is undeniable. Mint Mobile鈥檚 Chief Marketing Officer, Aron North, champions brand building with small gestures that make a big impact. The company sends customers a holiday card every year 鈥� no promotions, no strings attached, just a warm, sales-free gesture of appreciation.
鈥淭here鈥檚 no marketing message in it, it鈥檚 literally a holiday card and that鈥檚 it,鈥� explained Chief Marketing Officer, Aron North. 鈥淣o coupons, no bounce back, no nothing. It鈥檚 just a feel-good moment.鈥�
Audio鈥檚 Impact Throughout the Marketing Funnel
Audio has always been a terrific brand builder. Radio, streaming and podcast platforms have a reputation for being the strongest channels for driving brand awareness and affinity. And with modern measurement capabilities, it鈥檚 easier for brands to see Audio鈥檚 powerful pull straight through the funnel.
When done right, brand marketing is sticky. When customers need a product or service, they鈥檙e more likely to remember campaigns that communicate value, consistency, or innovation. And that recognition drives action. Promotions might grab attention, but strong branding is what lasts.
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