Why Brand Matters Throughout the Purchase Funnel

The Marketing function does itself a disservice when it bifurcates brand and performance marketing.

Why? Simply because brand matters throughout the purchase funnel, and all marketing needs to perform. Separating brand and performance marketing implies brand doesn’t apply to certain marketing tactics throughout the funnel and suggests not all tactics need to deliver ROI or they won’t deliver a return. These poor definitions also suggest that marketers should live in distinct pillars…