There’s no vs. between brand and performance marketing

The pandemic only made that need more acute. Gururaj noted that increased digital adoption, penetration, consumption, online commerce and social media traffic lowered entry barriers for brand launches. With 88% of respondents to Nielsen’s 2021 Trust in Advertising Study saying that they had more faith in the recommendations of people they knew than in any other channel, brands like Crocs and Stanley have unprecedented opportunity to build both brand and sales simultaneously.

“All of these brands, if you look at what they’re doing, it’s understanding consumer psychology, it’s mastery of platforms and leaning into influencers, social media, the whole digital landscape, and using them to inform how they are building brands,” Gururaj said. “In the age we are all in, consumer psychology and platform mastery are the keys to brand success.”