It’s not brand OR performance marketing.
It’s brand AND performance marketing.
Only question is the balance between the two.
You see the efficiency in direct URL type in. You see the efficiency in organic search. All of those pop as traffic sources and sales sources when we have the investment in upper funnel.
I’m not worried about us performance marketing the brand to death because we are properly activating the campaigns at every layer of the consumer’s journey, the upper funnel, the mid, consideration, and then the lower funnel, and they all work together well.