There’s a perennial tension that underpins many marketing leadership debates: The tug-of-war between long-term brand building and short-term performance marketing.
We’ve all been there … watching passionate chief marketing officers (CMOs), performance directors and agency leaders fiercely defend their positions on conference panels, each armed with data, frameworks and conviction.
I’ve always leaned toward the Binet and Field school of thought. That neat ‘steps’ chart showing how brand drives performance? It’s been a mainstay in my stakeholder conversations, quietly tucked in my back pocket for years. But recently, I felt that familiar framework beginning to fray.
HSBC recently
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