Jennette Carder的动态

The modern marketer is more than a brand builder. As Raja Rajamannar, Mastercard’s chief marketing and communications officer and WFA president, explains, today’s CMOs are business strategists operating at the intersection of creativity and data-driven decision-making. “You’re not operating as a marketing specialist anymore; you’re a true business generalist,” he says

Brand marketing builds the essence, performance marketing fuels its momentum...

? How might we ensure long-term brand investments are maintained in the face of short-term sales pressures? ?? “When you have two masters, and you try to build brand and achieve customer acquisition all within the same ad, you end up not doing either one particularly well.” (Ritson, 2024) ?? In his latest article, Mark Ritson argues that while it’s tempting to blend brand and performance marketing, the most effective strategies keep them separate. ANZ’s journey underscores the importance of distinct campaigns: emotional, long-term brand building paired with focused, short-term performance marketing. This approach aligns with Field and Binet’s principles from ‘The Long and the Short of It,’ reminding us that under-investing in brand can harm both short-term and long-term outcomes. Invest wisely in both. #MarketingStrategy #BrandBuilding #PerformanceMarketing" Reference: Ritson, M. (2024). There’s no such thing as ‘performance branding’ marketing. Marketing Week. https://lnkd.in/dAgeSKj7

I love this irreverent article by Mark Ritson where marketers and “an industry obsessed with change at the expense of effectiveness” are warned against implementing frequent changes in branding, messaging and channels. In his own words: “While marketers spend many years focusing on one brand for eight hours a day, they forget that their consumers, the important people, think about thousands of brands each for a mere few seconds every year. Bad marketers and brand managers grow tired of positioning, brand codes and advertising execution. Good ones remember that they see their brand differently from the eyes of the market. They realise that what they perceive as overuse and exhaustion is actually just the start of a lifetime of impact that might take years to reach its zenith”. Unsurprisingly, the brands that score in the top 20% for consistency are more likely to generate awareness, differentiation, fame and attitude change. And in a world where the line that separates B2C and B2B marketing is becoming increasingly blurred, this -in my opinion- holds true for both consumer and business markets. https://lnkd.in/eFzCwfh8

Did you know we do more than just performance marketing? We’re also experts in building strong brands. At Strategy Labs, we see ourselves as an extension of our clients’ teams, not just another agency. And our approach to branding is no different — collaboration, transparency, and a dash of data insight is our recipe for success. Building a powerful brand is no small task, so we break it down into a smooth, three-step process to ensure a new or refreshed brand is clear, powerful, and recognized: - Objective Alignment: We balance clients’ business needs with creative innovation, making sure their brand is engaging, informative, and true to its identity. - Creative Exploration and Testing: We dive deep into competitor analysis and industry research. We brainstorm hundreds of ideas and test them thoroughly. Performance data helps us determine a brand identity that is unique and memorable. - Creative Solutions: We deliver aesthetically pleasing and strategically sound branding capable of effectively representing a clients’ brand anywhere. We make brands that stand out, thrive, and grow. Let’s create something amazing together. ??

BACK TO BASICS ? THE PATH TO GROW ?? "Back to basics" is the message from P&G's CMO, emphasizing a simplified approach to marketing: connect creative ideas with a deep understanding ?? of your customers, and leverage this to run effective campaigns that grow your brand. Prioritizing strategically creative ideas ?? can yield significant long-term benefits. Why? Because ideas that resonate with people's hearts and minds create lasting memories, driving brand awareness, repurchase, and ultimately, growth. This focus has been key to P&G's strong growth. This perspective is particularly significant as many brands today concentrate on performance marketing, often at the expense of long-term growth. Yet, the largest marketer in the world is focusing on creative fundamentals. Creativity ????? often takes a backseat, but shifting back to it could be a game-changer. Brands probably need a balanced approach that considers both short-term results and long-term brand building. One point I don’t fully agree with is the opinion that “It is not complicated.” Perhaps it isn’t—but it’s certainly not that simple either! ?? #marketingstrategy #brandmarketing #marketingcreative #marketingbranding #brandbuilding #performancemarketing https://lnkd.in/gQFpJtiF

In a landscape where the rush for quick wins dominates, have you ever pondered how some brands manage to both stand out and endure? ?? Today, performance marketing is often hailed as the shortcut to rapid results, leveraging data-driven insights to drive immediate sales ??. Yet, while these metrics can spark quick gains, they risk making your brand come across as transient and impersonal. In contrast, brand marketing is all about building lasting connections through compelling stories and memorable messages ??. It may not deliver instant results, but it fosters deep, enduring loyalty over time. The real challenge lies in striking the right balance between these strategies ??. An overemphasis on performance metrics can lead to short-term successes but might undermine your brand’s long-term reputation. Conversely, focusing exclusively on brand marketing could cause you to miss out on immediate opportunities ?. The key is to understand your audience and tailor your strategy accordingly. Some leaders rely on data and formal training, while others lean on experience and intuition ????. There's no universal solution, but blending these approaches effectively is essential. By integrating performance marketing with a strong brand narrative, you can achieve both immediate results and sustained success ??. This balanced approach ensures your brand remains relevant now and in the future ??.

I can't believe I'm saying this, but I miss the days when the ad industry was arguing about Brand VS Performance. Because now that everyone has reluctantly agreed you need a mix of both, there are endless platitudes and yammering pundits downplaying the distinction between Brand Marketing and Sales Activation/Performance Marketing. But you can’t portmanteau away the fact that they are fundamentally different—albeit complimentary—tasks. As always in the marketing of marketing services, if someone is trying to make something sound easy, they’re probably just not doing it right. The truth is that pivoting from a pure performance approach is hard, and takes discipline and brave decision making. So here is my rundown of the most common decision-making pitfalls of marketers trying to make the Performance-->Brand Leap. https://lnkd.in/evguW6Kp #marketing #brandstrategy #performancemarketing

In my line of work we often talk about the difference and importance of Brand Marketing vs Performance Marketing and I found this article by Mark Ritson on ensuring a clear distinction between the two very thought provoking

Are you only picking the low-hanging fruit and forgetting to water the tree? Performance marketing is all about quick wins, driving conversions, lowering CPA, and chasing ROAS. It’s fast and measurable, but if that’s your sole focus, you’re playing a short-term game. What happens when the easy wins dry up and acquisition costs rise? This is where brand marketing comes in. Brand is your long-term investment, building trust and loyalty that pays off over time. It’s not about immediate ROI but creating an emotional connection with your audience. Without it, you’re left competing on price and fighting for attention. Yet, many businesses focus relentlessly on performance without nurturing their brand – and then wonder why results plateau. Here’s the truth: Performance marketing gets you the sale, but brand marketing creates the long term relationship. If you want lasting growth, you need both.