Should you prioritize brand or performance?
This decision will impact how you define success for any marketing tactic.
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 decision will impact how you define success for any marketing tactic.
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.
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.
It boils down to the *expectation of how soon you expect to see a return on marketing spend*.
Brand marketing means worse short-term conversion, but better long-term brand equity.
It boils down to the *expectation of how soon you expect to see a return on marketing spend*.
With a brand-driven mindset, you are okay with a longer timeline for returns.
Examples: Podcast ads, influencers, customer experience, PR, product placement
With a performance-driven mindset, you're more impatient on this.
Examples: SEO, PPC, CRO, affiliates, lead generation
Examples: Podcast ads, influencers, customer experience, PR, product placement
With a performance-driven mindset, you're more impatient on this.
Examples: SEO, PPC, CRO, affiliates, lead generation
Can you optimize for brand AND performance? Can you have your cake and eat it too?
Yes. Realistically most brands have to aim for both:
If you do 100% branding, you’re making art
If you do 100% performance, you’re using photos of puppies & 1 weird way to lose belly fat
Yes. Realistically most brands have to aim for both:


Most tactics will start on one side or the other of the spectrum.
But the best marketers still try to achieve both.
For example if a tactic is perf-driven, how do you avoid being embarrassingly spammy?
Holy grail: Drive results while protecting your long-term credibility
But the best marketers still try to achieve both.
For example if a tactic is perf-driven, how do you avoid being embarrassingly spammy?
Holy grail: Drive results while protecting your long-term credibility