November 7, 2024

Brand vs. Performance: Can They Build a Happy Union?

By Audacy Insights Team

The Battle Between Brand and Performance Marketing Rages On

A brand isn’t just a logo or slogan – it’s a company’s most valuable asset. That’s not new thinking, but it’s more important now than ever. While most business leaders and marketers are laser-focused on performance and measurable outcomes, brand perception remains a critical factor. That’s why we’re seeing advertisers reassess the power of brand marketing and put more resources behind it.

How significant is the shift? In just two years, planned investment in brand marketing has surged by 56%, with one in three companies increasing their spending on branded campaigns. Performance marketing still matters, of course — and receives the lion’s share of investment — but fewer companies are boosting budgets in that area.

The debate between brand marketing and performance is ongoing and unlikely to die down. As companies seek an edge in today’s crowded marketplace, a strong brand sets businesses apart, keeps consumers engaged, and fosters loyalty. Brand awareness does more than just win over fans; it acts as a safety net during economic slumps or when competition heats up, where top-of-mind loyalty drives buying decisions.

Brand is really a multiplier on performance… If we have an incredible brand and people love us, then we can bring new customers into the funnel, we can convert them better and we can retain them better. We have to be incredible storytellers and understand how to build a great brand, and also be able to hit all those metrics that we have to hit to really have accountability to the CFO [and shareholders].

Laura Jones, Chief Marketing Officer, Instacart

The Drum, The CMO’s remit is expanding dramatically, say top brand marketers at Possible Miami, April 2024

We really need to continue to invest in the brands, because it is decades of consistent contributions to the brand equity bucket that made our brands what they are today.

Doug Martin, Chief Marketing and Disruptive Growth Officer, General Mills

The Voice of the Marketer, WARC, 2024

For the longest time, it was like brand or performance, and I just refuse to participate in it. If you think about the construct, when were we ever told, ‘Oh yeah, go build the brand, but who cares if it performs. Oh, and by the way, perform the heck out of something, but who cares if it deteriorates the brand!’ It’s just counterintuitive in terms of what we should do.

Tariq Hassan, Chief Marketing and Customer Experience Officer, McDonald’s

The Drum, Overheard at Possible Miami 2024: ‘We’re obsessed with tomorrow while neglecting today’, April 2024

While brand marketing can be hard to champion in an industry obsessed with quick sales metrics, its value is undeniable. Mint Mobile’s Chief Marketing Officer, Aron North, champions brand building with small gestures that make a big impact. The company sends customers a holiday card every year – no promotions, no strings attached, just a warm, sales-free gesture of appreciation.

“There’s no marketing message in it, it’s literally a holiday card and that’s it,” explained Chief Marketing Officer, Aron North. “No coupons, no bounce back, no nothing. It’s just a feel-good moment.”

Audio’s Impact Throughout the Marketing Funnel

Audio has always been a terrific brand builder. Radio, streaming and podcast platforms have a reputation for being the strongest channels for driving brand awareness and affinity. And with modern measurement capabilities, it’s easier for brands to see Audio’s powerful pull straight through the funnel.

When done right, brand marketing is sticky. When customers need a product or service, they’re more likely to remember campaigns that communicate value, consistency, or innovation. And that recognition drives action. Promotions might grab attention, but strong branding is what lasts.