The WARC Podcast
Do we need to rethink ‘brand vs. performance’?
Sep 28, 2023
Jim Stengel, Cait Lamberton, and Ken Favaro discuss the need to move beyond the 'brand vs. performance' debate in marketing. They emphasize the importance of providing value to consumers, measuring brand equity, and optimizing resource allocation using data and metrics. They introduce the FRMU model and discuss the emotional relationship consumers have with brands. The chapter also highlights the influence of the Barbie movie on Mattel's brand and stock price, and the relationship between performance marketing and brand.
51:42
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Quick takeaways
- Distinctive assets play a crucial role in creating immediate brand recognition and should be utilized for better commercial results.
- Brand building and performance marketing are not mutually exclusive, and finding the right balance is essential for marketers.
Deep dives
The Importance of Distinctive Assets in Branding
Distinctive assets, such as logos or slogans, play a crucial role in creating immediate brand recognition. Marketers must understand how to utilize distinctive assets to create advertising campaigns that consistently yield better commercial results.
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