BreaKing the brand vs. Performance silos

It's common knowledge that the world of advertising and marketing still operates on a very disconnected of solving problems in a hyper connected world.

The industry is still split. One side is the 'cool' creative world of big name agencies that tell stories smartly and hog all the attention with that hyper cool Superbowl ad and then there is the Performance world that geeks out of all things optimization, ai, adtech and the likes.

Both speak about connecting the dots via omnichannel solutions but on a practical level, the silos are pretty much there.

So what does a nimble, high growth brand gotta do with such a split when they need a unified solution to drive their metrics and brand. Especially those who understand the power of unified customer views and the importance of seamless, smart audience engagements across any touchpoints of the audiences' preference.

The answer lies in Performance Branding. A strategy coined by Forrestor Research analyst who clearly made the case for the same - especially for high growth brands relying upong customer repeat purchase - eCommerce, SaaS brands fit the bill very nearly.

Performance Branding brings forth the opportunity to build long term brand growth that is interwoven with short term performance realisations for marketers and brand leaders. It shifts our thinking from either-or to and. Which is why it is super powerful.

Here is a quick 90 second primer on what it is all about. We are just getting started. Do take a listen.