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.
You have to be authentic to who you are as a brand, otherwise you’re not going to win, and you’re not going to get new customers or keep your customers if you’re selling them something that you’re actually not.
That authenticity also maybe even starts with the product and making sure that your product is on brand.
Your brand is a story, an expectation, and a promise.
Staying true is hard, but chasing trends usually isn’t a formula for long-term success.
Let the trade war begin
The White House announced" a 10% tariff “on all imports from all trading partners”, plus additional tariffs for 57 countries, including:
- Vietnam: 46%
- China: 34%
- Taiwan + Switzerland: 32%
- India: 27%
- South Korea: 26%
- Japan: 24%
- Germany + Italy: 20% (via EU)
Creative analysis and optimization is top of mind for me right now, so I really like this flowchart from DTC Daily
More than half (54%) of American consumers say they don’t pay attention to the brands they buy, as long as the product meets their needs
57% of American consumers have switched to own-label brands because they are more affordable and 55% think the quality of own-label products is comparable to branded products.
Branding is more than just slapping a logo on the package and calling it a day.
People don’t care about your brand unless you give them a reason to.
Be different. Be better.
via MarTech