The “five levels” framework maps perfectly to what I’ve seen in orgs trying to scale.
The pink + green = brown analogy hits as most underperforming campaigns I’ve seen come from forcing brand and performance into the same ad, thinking it’s efficient. It’s not.
Loved the reminder that brand is what makes performance work, not the other way around.
I think Ritson clearly shows why performance and brand building do not work under the same roof. But we also need to acknowledge that, usually, traditional advertising (TV, Print, Radio, OOH) does both functions. It drives brand building and uplifts sales. But it is more the massive nature of the medium.
This makes so much sense. A lot of people need to read it!!
Thank you!
This is spot-on.
The “five levels” framework maps perfectly to what I’ve seen in orgs trying to scale.
The pink + green = brown analogy hits as most underperforming campaigns I’ve seen come from forcing brand and performance into the same ad, thinking it’s efficient. It’s not.
Loved the reminder that brand is what makes performance work, not the other way around.
Thanks Gustavo!
I think Ritson clearly shows why performance and brand building do not work under the same roof. But we also need to acknowledge that, usually, traditional advertising (TV, Print, Radio, OOH) does both functions. It drives brand building and uplifts sales. But it is more the massive nature of the medium.
Really insightful breakdown, and something I’ve been thinking about for years, thanks for sharing!
Thank you!