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Performance Branding: The Misalignment Between Brand and Performance Marketing
Branding — Wed., Nov. 19, 2025In a recent speech, Trade Desk CEO Jeff Green pointed out the misalignment in the advertising industry between brand building and performance marketing, using the analogy of a soccer team focusing only on the goal scorer and ignoring the rest of the players.
This issue has been highlighted by many marketers, but the pressure to show immediate results often leads to over-investing in lower-funnel tactics. However, with advancements in technology and data, performance branding is becoming more scientific and measurable.
Marketers are urged to focus on upper-funnel outcomes for their campaigns, as AI and generative technology will further emphasize the importance of branding in consumer purchase decisions. It's important for marketers to start building their performance branding skills now to stay ahead in the industry.
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Performance Branding: The Misalignment Between Brand and Performance Marketing
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