My guest today is Adam Hadi, the VP of Marketing at the mobile bank Current. Adam began his career as an economist at the Bureau of Labor Statistics and made his way into mobile app marketing for The Topps Company. Since then, he’s headed up marketing for leading apps such as Draft, Quidd and now Current – and advised a host of other apps on influencer marketing. Adam’s experiences are fascinating because with his background in quantitative performance-focused marketing, he would be an unlikely proponent of branding in marketing - yet in his present role at Current, he has championed driving performance while being very brand-focused, even without massive budgets. In this conversation, we dive into why branding matters, especially for high-involvement products like fintech apps - and how Adam approaches this. As someone that, much like Adam, is very performance-focused, this was a refreshing & new perspective on marketing.

Key Highlights:

• As someone with a predominantly performance marketing background, what made Adam aware of the importance of branding.
• Why branding is far less important for games than it is for high-involvement, emotional products like fintech apps.
• How Current’s brand and performance marketing efforts are integrated.
• Why complete focus on performance can erode your brand - and eventually hurt performance.
• How Adam recommends approaching branding for a performance marketer that is looking to become more brand-conscious.
• How the evolution of mobile has resulted in the natural shift to an increasing emphasis on branding.

Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/why-you-need-to-protect-your-brand-in-a-relentlessly-performance-focused-world-with-adam-hadivp-of-marketing-at-current/
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