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3min chapter
Do we need to rethink ‘brand vs. performance’?
The WARC Podcast
Introduction
The host introduces the concept of brand and performance marketing, discussing the work of Les Benet and Peter Field. He explores the idea that marketers have dual responsibilities of building brands and driving revenue, and introduces research from the Harvard Business Review on their collaboration. The authors of the article, Jim Stengel, Kate Lambertan, and Ken Favaro, are also introduced.
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