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In the panel entitled “Brand vs. Performance,” brand marketing, performance marketing, and the “versus” portion of the paper were all up for discussion.
As SeaWorld Parks & Entertainment Chief Marketing and Communications Officer Marisa Thalberg told ADWEEK Community Editor Luz Corona during the Outlook 2024 event, “Versus” is about short-term sales, or “performance.” Showing long-term brand building is exclusive as well as mutual odds.
“We’re essentially hinting at what’s on the other side of the equation,” Thalberg said. “It’s not performance.” “If you were a CFO, which one would you want to be?” We make the wrong choices, which creates huge headwinds for us as marketers. ”
Thalberg and other panel members advocate “brands.” and The “performance” approach has gained traction among marketers in recent years. 50% of marketers say on LinkedIn that they want to run brand and demand campaigns together, leading the Institute of Practitioners in Advertising to allocate 60% of their marketing budget to brand and 40% to demand. is recommended.
In the times we live in, mastering consumer psychology and platforms is key to a brand’s success.
Divya Gururaj, Global Chief Client Officer, Brainlabs
But brands need to extend beyond just awareness. Mr. Thalberg said the brand’s salience and relevance in consumers’ lives must be talked about. Consumers may know your brand, but do they know what you’re about? That’s the question Natalie Sunderland faces as CMO of 240-year-old BNY Mellon. BNY Mellon wants a cameo on HBO’s “The Gilded Age,” but it also doesn’t care that people recognize it as a modern financial services platform.
“We are the oldest bank in America and the oldest company in New York City, but people don’t really know who we are. Even so, they may have a slightly outdated perception of us,” she said. “We need to change the perception so that our clients realize that we are not just solving yesterday’s problems, but today’s and tomorrow’s problems.”
This requires a blend of subtle branding and performance marketing, such as adding a touch of yellow, pink, and purple to the monotonous design of a traditional banking sector, but also building a complete social media personality and creating BNY Mellon’s 240 You need something as urgent as promoting your anniversary event.
As Divya Gururaj, global chief customer officer at Brainlabs, points out, today’s marketplace demands “building a brand with a performance mindset and performance with a brand-building mindset.”
