A FOUNDER’S FRAMEWORK FOR UNDERSTANDING PERFORMANCE VS. BRAND MARKETING FOR YOUR STARTUP

Summary from the TLDR Marketing newsletter

Brand and performance marketing are best used in harmony to benefit from their combined impact. Tech companies usually focus on product-led growth and performance marketing to grow revenue, but Airbnb recently credited a surge in earnings to its shift to brand marketing. This article describes when brands should invest in brand or performance marketing, as well as KPIs for each.