Opinion

How to do brave brand marketing in a performance-based world

(Charday Penn/Getty Images)
By:
September 05, 2023 09:30 AM

The academic smackdown between “performance marketing” and “brand building” has grown tedious. We all believe Ritson, Sharp, and Stengel that there’s real value in building a brand. Loyalty! Distinction! Pricing Power! We all nod along to the notion that “performance” marketing and “brand” marketing work best together (cue: the inevitable funnel).

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