Episode Details

Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company?

This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed businesses, including Old Spice's reinvention that increased sales 125% in just three months, and outline metrics beyond traditional brand studies that prove brand's impact on your business.

Topics covered: 

• [01:00] Research on brand equity's impact on ecommerce
• [03:30] Signs your performance marketing is reaching diminishing returns
• [09:00] How brand acts as a turbocharger for paid advertising
• [15:00] Client success stories from brand investment
• [20:00] Old Spice's brand reinvention that increased sales 125%
• [28:00] Better ways to measure brand impact beyond brand studies 

 





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Resources:  
Mokha, Anupreet. (2021). Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry. International Journal of Online Marketing. 11. 34-50. 10.4018/IJOM.2021070103. 
 

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