The whole brand: Ending the divide between brand marketing and performance marketing

Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.

Why do some brands dominate their competition?

The likes of Southwest, Nike, the Georgia-based chicken quick service restaurant Chick-fil-A and Amazon are marketing superstars, but there’s a specific reason for their status. They all heed David Packard’s warning, “Marketing is too important to be left to the marketing department.”

Discarding the false dichotomy

In recent years, my colleagues at Barkley and I took an interest in answering that question, leading us to this conclusion:

The strongest brands do not distinguish between brand marketing and performance marketing.

For these brands, everything is a brandaction. As you will see...

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