Do we need to rethink ‘brand vs. performance’?

In this episode of the WARC Podcast we talk brand vs. performance marketing, and why these entrenched industry metaphors need revisiting.

Where to listen


00:57 – Introduction. 02:24 – Jim Stengel, Cait Lamberton and Ken Favaro’s article. 03:34 – Are brand and performance marketing mutually exclusive? 06:50 – Why is this topic so important? 11:11 – How aware were the authors of existing literature on this topic? 17:12 – Moving away from ‘balance’ between brand and performance. 21:36 – How to measure brand equity: the Familiarity, Regard, Meaning and Uniqueness model.27:18 – Backing this up with robust positioning and activation....

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