Idea in Brief
The Problem
Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and sometimes works against brand strategy.
Why It Happens
Brand-building activities are typically measured using metrics that have no predictive or retrospective connection to financial returns.
The Solution
To achieve performance-accountable brand building and brand-accountable performance marketing, firms need to upgrade their brand metrics in a way that allows the two to work together.