School Marketing: Branding vs. Performance
Traditionally, “performance marketing” means metrics-driven, inquiry-focused, left-brained, algorithm-loving data advertising.
"Brand marketing," on the other hand, implies experience-focused, purpose-driven, right-brained, creativity-loving storytelling.
While both are under the marketing umbrella, these two disciplines have developed their own language, culture, and objectives that don’t often overlap. The question is: can they get along? And how might each benefit from the other’s input?
*adapted from Mark Walker's "Are you ready for the rise of performance brand marketing?" in campaignlive.co.uk