“Whole” brands don’t distinguish between brand and performance marketing | WARC | The Feed

Analysis from Barkley, evaluating more than 150 brands in 25 categories, finds that the strongest brands don’t distinguish between brand and performance marketing, instead operating as full systems that focus equally across different spheres.

Why it matters
Particularly as digital commerce helps erase existing marketing barriers, the concept of “the whole brand” looks at brands from a full system level that incorporates everything from experience to communications.

Takeaways