Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately, they emphasise the need for marketing leaders to be bold and innovative in their approaches to branding and performance.

Takeaways

• Branding has been marketing for many centuries.
• Brand and performance shouldn’t be separate.
• We’ve become smarter marketers, but also short-term focused.
• Branding is a long-term game that requires multiple interactions.
• You need to fix your performance engine first before branding.
• Branding becomes a cost and optional cost during tough times.
• It’s crucial to build evidence over time for branding initiatives.
• Rethink your funnel stages and reporting timelines for better performance.
• During economic uncertainty, maintaining branding efforts can be an opportunity.
• CMOs should be bold and innovative in their marketing strategies.

01:05 The evolution of branding and performance marketing

05:02 Defining brand and its importance in e-commerce

08:10 Building brand loyalty in a competitive market

12:59 Challenges in selling brand internally

13:33 The evolution of e-commerce

15:15 Balancing performance and branding

17:34 Communicating brand value internally

22:49 Challenges in building a performance engine

24:36 Long-term strategies for branding

27:28 Navigating economic uncertainty

30:22 The role of risk in marketing

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