‘Brandformance’ Is the New Marketing Power Couple
But what’s most ideal is when both functions feed off each other. David DeMuth, CEO of Doner, cited the example of his automotive clients. “When you’re in the market to buy a car, we’ve got to get you, so performance marketing plays a very important role. But the other way to look at that is we have 6-8 years to influence your decision. So, I think it’s very much a matter of playing with those dials and turning them in the right direction,” he said.
(L-R) Doner’s David DeMuth, ADWEEK’s Zoë RudermanBalancing the relationship
Finding the right balance between brand building and performance marketing remains an ongoing challenge for marketers navigating shifting priorities.
“Four or five years ago, everyone swung way too far into performance, and now in the last 18 months, there’s been a massive tick back to ‘we have to over-invest into brand,’” shared Liz Vance, chief client officer of iProspect.
Mary Vrančić, senior director of marketing at McDonald’s Australia, described the brand vs. performance dynamic as more of an ebb and flow. “When we had really strong sales, we took a step back and said we could be better at storytelling and bringing these two things together,” she shared.
(L-R) Teads’ David Kostman, CVS Media Exchange’s Melissa Gallo, Rocket’s Peter Giorgi, Digitas’ Megan JonesMeasuring ‘brandformance’ goals
David Kostman, CEO of Teads, said better ways to measure are on the way. “We’re looking at the opportunity of combining branding and performance and providing primarily large enterprise brands the capabilities and a platform where they can launch and optimize between branding and performance—with emphasis on the ‘and,’” he shared.
