Ethan Decker - Busting brand myths. Separating fact from fiction and politics from science - S4 Ep5
Champagne Strategy
00:00
The Myth of Branding Versus Selling
Myth number four is that good brand work doesn't do a hard sell. Science seems to say there are some different extremes, kind of like pricing extremes. Airbnb recently in the past couple of years has moved a lot of money out of sales level performance type marketing and into more top-of-the-funnel branding. They found that it helped them sell.
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