Here’s an interesting reading for freelance strategists busting the myth of “performance branding marketing” by Mark Ritson.
Photo Credits: Adobe
Key highlights are as below:
- The debate around “long and short marketing” is highlighted, with Field and Binet’s work underscoring that separate approaches to brand-building (long) and short-term sales (short) yield better results.
- Ads that try to do both long and short often fail because they try to be both emotional and rational, broad and targeted.
- Long-term brand efforts inadvertently help short-term sales, but too much focus on short-term marketing damages long-term brand health.
- The case of ANZ and Nike emphasizes the need for marketers to balance brand-building with short-term sales, particularly for those emerging from digital and performance marketing backgrounds.
Hope this has been an interesting reading for freelance strategists!
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