Building on the Literature on Brand vs. Performance

Duke University conducts an interesting annual survey on marketing allocations, revealing shifts and trends in the industry. The survey captures both actual changes and people's opinions on what should be happening. The rise of finance-driven decision-making has led to a shift away from brand-focused strategies. This poses a challenge for educators like Christine Mormon, who must emphasize the importance of brand. To bridge the gap between finance and brand, Mormon found inspiration from Berra's work. Similarly, CEOs expressed concerns about the impact of performance marketing on their brands, while brand marketers felt undervalued. This article explores these issues and the diminishing returns in performance marketing.