Framework to Understand Brand and Performance Marketing

Sarah Emmott and Holly Chen, ex-Slack, Squarespace, provide a comprehensive framework for startups to understand and balance brand and performance marketing. They explain the critical differences between the two approaches: brand marketing focuses on building awareness and positioning through creative campaigns and broad media channels, while performance marketing aims at driving user conversion through targeted digital ads.

By citing examples like Airbnb and Monday.com, the authors illustrate the impact of each strategy and stress the importance of integrating both for optimal results. The article also delves into when to invest in brand or performance marketing, highlighting factors such as product type, market conditions, and company maturity.

For instance, high-ticket items or complex B2B solutions may benefit more from brand marketing, while low-cost products or startups in early stages might rely on performance marketing for quick user acquisition. The authors explain how to evaluate each startup’s uniqueness and adjust their marketing strategies accordingly to achieve sustainable growth.