22. How brands are improving ad performance
Future Proof
00:00
Brand Building and Performance Marketing
When it comes to ad testing do you have to choose which is your primary objective and then that's the way you optimize or test. I like to think of things in terms of stories and analogies and one I heard recently is that marketing is like asking someone else on a date and your branding is the reason they would say yes. A load of sense that the pushback I guess then comes from most advertisers says well I want to build my brand and I want to drive sales I don't want to choose.
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