Brand Investment Calculator
Find the optimal balance between brand building and performance marketing. Based on research by Les Binet and Peter Field.
Frequently Asked Questions (FAQ)
What is the difference between brand and performance marketing?
Brand marketing builds long-term awareness, trust, and emotional connections (e.g., TV, display, content). Performance marketing drives immediate conversions (e.g., Google Ads, Facebook conversion campaigns).
Should startups invest in brand building?
Yes, but with a different ratio. Startups typically need more performance marketing (60-70%) to generate revenue, but should still allocate 30-40% to brand building for sustainable growth.
How do I measure brand investment effectiveness?
Track metrics like brand awareness, consideration, preference, and organic search volume. Brand effects typically take 6-12 months to materialize and compound over time.
Why it matters
Companies that over-invest in performance marketing see short-term gains but struggle with long-term profitability. Those that balance brand and performance achieve sustainable growth with improving margins over time.