Is Demand Converging With Brand Building?

Most people see brand and demand as two polar opposites, but they're actually very similar. Demand gen is about creating affinity to a product of service or what the case may be. Brand building is like building a trade show booth,. running display ads, doing all these things that are difficult to measure and usually don't drive results. And so it's kind of like fusing an trying to get this a little bit deeper than how most people think about brand.