WHY I CHANGED MY MIND ABOUT PERFORMANCE VS. BRAND MARKETING

Summary from the TLDR Marketing newsletter

Early confidence in performance marketing grew from clean models, sharp targeting, and data that looked definitive. Over time, those signals proved misleading because they measured only what was easy to track and ignored business fundamentals. Hyper optimization created smaller and smaller pools of buyers and slowed growth. Lasting scale comes from reach, memory, and broad availability. Performance still matters, but it works only when paired with steady brand investment from the start.