Brand building and the dragon tail effect | WARC | The Feed
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Brand building and the dragon tail effect
As consumers spend more time on online channels engaging and transacting with brands, Facebook’s Sachin Sharma, Dhruv Chadha and Charibelle Morados-Abad discuss the role of performance advertising and its relationship with brand advertising within the overall marketing effort.
Why it matters
The “dragon tail effect” postulates that brands need to synergistically run performance and brand advertising campaigns in order to be successful in the longer run and drive sustainable growth, with excessive focus on one without the other likely to lead to lost opportunities.
Takeaways
- While brand advertising leads consumers into being aware and developing preference for a brand’s offering,...
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