Chrisa Chatzisavva - Global Digital Lead, UMFor years, marketing teams have wrestled with the divide between brand and performance. One is tasked with building long-term equity; the other, with delivering this quarter’s results. But this binary view fails to reflect how businesses grow or how people interact with brands.
Customers don’t distinguish between brand and performance. Their expectations—relevance, value, trust seamlessly cut across every channel and interaction. Yet inside many businesses, these functions still operate in silos. While the aspiration to integrate is nearly universal, the path to achieving it remains anything but straightforward.
This exploration isn’t about quick fixes. The obstacles are substantial:
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