Brand or performance? The BIG question.

This week's newsletter was inspired by a cartoon.

Before you get too excited it is a marketing comic sketch but I think it illustrates (get it) a very important point.

This is a conundrum that many brands face, which door should you focus on, should you build brand or should you be focused on performance marketing?

Why I love this comic sketch is that it perfectly reflects how binary many people go into this situation thinking- it has to be either door one or door two. However, the real answer is that it should be a combination of BOTH.

To build a long term brand you need to be focusing your energy and efforts on building the brand AND driving performance. According to data from the excessive study conducted by professors Les Binet and Peter Field it should be 70/30 in favour of brand for onmincahnnal brands and 60/40 for D2C brands.

This is a Twitter thread by one of the professors that breaks down the concept in more detail- a few snippets are included below:

Enjoy!