Explaining ‘brandformance’: the new term in town
“The marketing and media industry needs a new term,” said no-one ever. Yet the term ‘brandformance’ is starting to emerge as a new buzzword that we will hear more of as we move through the decade. Ayaan Mohamud, regional vice president of marketing at impact.com, explains what it’s all about.
As you may assume, ‘brandformance’ refers to the merging of brand and performance marketing; two disciplines which have traditionally been managed separately.
With brand marketing all about creating long-term value (via creativity) and performance marketing all about paying for immediate results (via leads, clicks and sales), the key challenge for brands has been to figure out how to ‘balance’ the two.
However, there’s a new school of marketing thought which believes today’s brands would benefit from merging brand and performance marketing given changing marketing channels, technology and consumer behaviour.
