Marketers and agencies need to get comfortable with the two competing narratives of brand and performance, and reject the binary choice, says Simon Harwood, Head of Strategy at the7stars.

Using the analogy of the peacock and pigeon for brand and performance respectively, Harwood explains in an article for WARC how the peacocking principle is about building trust, reputation and proving a brand’s worth, while the pigeon principle is about providing a great experience that people will remember. 

Why it matters

The peacocks and pigeons principle re-orientates the way marketers and agencies think about generating and capturing demand by re-framing the...