With more businesses reinvesting in brand for 2024 alongside the continued push for measurable, metric-based data, is the rise of “brandformance” or “performance branding” looming on the horizon in 2025?
The long-term, emotional appeal of brand marketing is generally contrasted against the immediate, results-driven nature of performance marketing, but could efforts to merge the two approaches allow marketers to enjoy the best of both worlds? Or, as Mark Ritson argues, is brandformance simply an illusion that leads to marketers doing neither particularly well?
In this session, our panel of marketeers will explore the benefits of combining the two approaches, as well as the potential opportunities & challenges faced by those wishing to employ a “brandformance” strategy in their marketing plans.