Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan.In today’s world of dashboards, attribution windows, and performance marketing obsessing over return on ad spend (ROAS), it’s tempting to view brand building as a luxury — a kind of ‘nice to have’ when growth is already assured. But nothing could be further from reality.
The Multiplier Effect report from WARC and its partners puts it plainly:strong brand equity acts not as a cost, but as a potent accelerant to performance-driven campaigns.
Marketers who neglect this foundational work risk entering what the report calls the “performance doom loop,” in which incremental gains from performance channels keep shrinking over time. In contrast, when you invest in your brand and perf
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