Socks and shoes. Cookies and milk. Movies and popcorn. Some things just work better in pairs. For consumer brands, performance and brand marketing belong at the top of the list.
As we learned at the IAB Direct Brand Summit, direct-to-consumer (DTC) brands now give equal attention to how they tell their story and the ways they target and measure their audience response. It’s no longer a choice between brand or performance marketing—it’s brand + performance marketing, working in harmony.
Marketing Architects moderated a panel on “Media and Acquisitions: Performance vs. Brand,” featuring leaders from Stitch Fix, Mizzen+Main and Tula. Here are the insights we found most compelling for B2C brands.
Top five performance + brand insights
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