The Practicalities of Combining Brand and Sales

Performance marketing has crowded out brand building. One executive even admitted, "We're great at performance marketing, but our brand sucks." Nike learned this the hard way when they pivoted too hard toward performance and lost what made them famous.

This week, Elena, Angela, and Rob tackle marketing's most persistent divide: brand versus performance. They explore why organizations still separate these teams despite evidence they work better together, how TV bridges both goals, and practical ways to measure success across the funnel. Plus, hear why emotional storytelling doesn't mean sacrificing sales activation.

Topics covered:

• [01:00] Why performance marketing has taken over budgets
• [03:00] The problem with prioritizing what's easy to measure
• [11:00] Developing creative that drives both brand and sales
• [14:00] Why TV belongs in both the brand and performance buckets
• [17:00] Measuring TV's impact across short-term and long-term goals
• [20:00] How AI is transforming TV into a flexible, digital-like channel

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
2023 Harvard Business Review Article: https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together

2024 WARC Article: https://www.warc.com/newsandopinion/opinion/mark-ritson-takes-on-the-brand-performance-debate/en-gb/6874

2025 Marketing Architects and WARC report: https://www.marketingarchitects.com/FullFunnel

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