22. How brands are improving ad performance
Future Proof
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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