The Brand Builder's Playbook · 2025-11-25 · 56 min
Brand building or performance? TV or TikTok? Data or gut? Every marketer wrestles with how to spend smarter, not just more.In the seventh episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, along with guest co-host Kate Lamberton, dig into the art and science of the marketing mix. They explore how brands can cut waste, make every dollar work harder, and balance the short-term demand for results with the long-term need for brand strengthJoining the conversation is Damon Berger, Head of Consumer Digital Engagement at Gap Inc., who shares his perspective on building a culture that embraces both measurement and creativity. From MMM (marketing mix modeling) to cultural relevance, Damon breaks down how Gap is revitalizing iconic brands by staying true to their DNA while staying agile in a fast-changing marketThe takeaway: when you put the consumer at the center, smart spending isn’t about choosing between brand and performance…it’s about making both work harder together. - Download this week’s worksheet: about upcoming episode topics and guests here:
Getting Brand Buy In & Activating the Playbook // With David Aaker and Marcus Collins73 / 100
The Partnership Payoff: Picking the Right Collaborations // With Kristen D’Arcy (True Religion)
Brand vs Performance Marketing: Why the Long Game Wins // With Andrea Brimmer (Ally)
The Science of Brand ROI: Measuring What Matters // With Raja Rajamannar (Mastercard)
Turning Brand Perception into Pricing Power // With Sandeep Seth (Tapestry)