Performance versus Brand: Can Values Unlock Success in Both?

By Chad Hickey

For years, marketers have wrangled with the balance between brand and performance marketing; between building long-term equity and driving immediate conversions. Which one is more important? While long-term customer relationships are critical, it only matters if your brand has the revenue to move forward today. Too often, this industry conversation is framed as an either-or trade-off.

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Courtesy of The Association of National Advertisers