In Defence of Branding

By comparing and contrasting the “two worlds” of direct marketing and brand marketing, Andrew Chen discusses why metrics-driven marketing shouldn’t usurp that of ‘branding’.

The nature of internet marketing makes it easy to have a highly accountable, metrics-driven view – but companies that are highly metrics driven easily overlook hard-to-measure issues like brand and user experience. The reason is that when all product decision-making is run through metrics-driven reports, soft things like “Brand” show up as costs, but never as benefits.

This leads to systematic erosion in many “soft” but important factors, like customer experience, brand value, and “love.” And ultimately you need all of these things to create a massive, enduring consumer brand – it’s not enough to optimize funnels.