How “bothism” can help brands escape the performance trap

Marketers can benefit from embracing “bothism”, a holistic approach to brand and performance advertising that recognizes the mutually reinforcing nature of these activities.

Marketers often get caught in a trap of assuming they must focus on performance or brand advertising. But, in reality, these approaches should be working in synchronicity.

“Really, it’s the story of ‘bothism’. It's about taking being performance-driven, then layering in brand-building activity, so it’s both brand and performance together,” Tom Roach, VP of brand strategy at Jellyfish, the marketing performance company, argued at SXSW 2024.

“Those two things have to happen together. It wouldn't work if it was just one or the other. That's the sort of simplest metaphor I can give you about how ‘bothism’ works and what...

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