Building Brands for New Economy

A session on building brands for new economy. Nancy King, VP marketing at Airbnb talking about the well-publicized shift in investment profile that they've conducted towards a wave from performance marketing to brand building. Research by Perpetua says strongly branded products have an advantage in terms of performance metrics within Amazon. If you increase your spend by 10% on average, your sales will go up by 8%. But there's a big variance within that. So highly, brands with high awareness are more likely to drive highly efficient growth and performance marketing.