Do we need to rethink ‘brand vs. performance’?
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WARC’s David Tiltman talks brand vs. performance marketing with Jim Stengel, Cait Lamberton and Ken Favaro, authors of a recent article on the need to move beyond this dichotomy. Interrogating entrenched industry metaphors, they discuss better ways of conceiving and measuring brand equity and why performance needs to take greater accountability for brand.
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Do we need to rethink ‘brand vs. performance’?