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How brands are overcoming the ‘artificial division’ of brand and performance
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Since the rise of digital, which brought with it new and shiny opportunities for marketers to target customers and drive immediate response, brands have struggled to find the balance between performance marketing and brand building. It’s widely acknowledged that both are critical, but the two strategies have been seen as distinct and teams tend to be siloed.
