The decades-long struggle between pursuing long-term
growth and achieving short-term sales is rooted in a myth.
Going broad for the brand and targeted for performance is
wrong. We’re challenging marketers to adopt a new audience
strategy focused on the Movable Middles that optimally
meets both short-term and long-term goals. Here’s how.
The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.
