The Real Cost of Cutting Brand for Performance

Episode notes

Rebalancing toward brand from a performance-only mix lifts revenue ROI by a median of 90%. Yet 67% of senior marketers are still shifting budget the wrong direction. The gap between what marketers know and what they do turns out to be one of the costliest problems in the industry. In this episode, Elena, Angela, and Rob dig into the Multiplier Playbook, a new WARC report that surveyed over 200 senior marketers to identify the structural, cultural, and measurement barriers keeping brands stuck in a performance-only loop. They break down the doom loop, explain the missing 15% of brand value hiding in baseline sales, and discuss what it really takes to close the say-do gap.

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