Brand vs. Growth Marketing... a 'Yes, and' story

In this edition of Yes, &: Why pitting brand and performance marketing against each other is hurting your business (and how to fix it).

A Peak into the Great Divide

Let’s cut to the chase and demystify the legendary face-off: Brand Marketing vs. Growth Marketing. While Growth is the metric ninja, slicing through the market with short-term tactics, Brand is the spectacular magician, winning customers over with narrative and playing the long game. One's about quick wins, the other's about building legacies. Per HBR , the two have traditionally been seen as a trade-off, pitted against each other in a competition for budget and attention. Here, we show how a symbiotic approach has spelled SUCCESS for brands in 3 different categories.

But first, What’s the Ideal Mix?

Over the past 20 years, growth (or performance) marketing has become the dominant approach companies use to connect with consumers. But, according to Les Binet , the godfather of marketing effectiveness, a 60/40 split favoring brand is the ideal approach. “The digital revolution is making activation easier, so brand building is becoming more important, not less. Budgets need to be re-balanced,” says Binet.

In the throes of digital bombardment, here’s the punchline: Branding is getting hotter by the minute and needs to be considered in the overall equation.

Gusto!’s Balanced Diet

In 2017, gusto! was all in on performance. But without brand love, they were perpetually relying on ads. 80% of customers came through ads and only 20% was organic. Once the company found a balanced approach , they retained awareness, familiarity, and continued cashflow.

Airbnb's Brand Bonanza

The grandmaster of staycations, Airbnb shifted gears beginning in 2019 from search advertising to broad marketing campaigns and PR to build the brand. The result? Reaching their strongest and most profitable quarter to date.

The LinkedIn Lore

Rewinding to LinkedIn’s credit card campaign: Pure growth tactics scored a measly 0.2% conversion. But, when they blended brand messaging in, the conversion rates more than tripled to 1.2%.

So, if you’re a startup or scaleup that’s only focused on growth...

Think of your marketing as a dynamic duo. Walter White & Jesse Pinkman. Chewie & Han Solo. Axe & Wags. The blend of brand’s strategic depth and growth’s tactical edge is your ticket to sustainable success.

In essence, dance the fine line between brand and growth with grace. It’s not about picking sides; it’s about harnessing the strengths of each to catapult your brand to stardom. Remember, in the great marketing odyssey, harmony between brand and growth is the secret sauce to epic achievements.

Improv Exercise: "The Marketing Mix-Up"

Divide your team into small groups and give each a mix of brand and growth marketing elements (social media ads, storytelling content, SEO) each written on a single card, face down. Set a timer for 10 minutes, each team will have to devise an out-of-the-box campaign using the cards they've been dealt. Then, they pitch their idea in 5 minutes, focusing on how it balances both brand and growth marketing to achieve a business goal. After pitches, discuss the potential real-world application of each campaign, encouraging a blend of structured growth tactics with narrative brand strategies for innovative solutions.

Could you use more creative improvisation to break through the discomfort of category conventions?

Work with us

"Yes, &" newsletter will inspire you to approach your brand with a spirit of improvisation, embracing new ideas and building on them in unexpected ways. It's a mindset that can help you thrive in today's fast-paced and ever-changing business landscape. Here we'll share stories of brands that have improvised to solve problems, connect with customers, and create breakthrough campaigns. Unlock your team's potential by saying "Yes, and" to the endless possibilities of creativity.