Ask the Expert – what are the differences between Performance Marketing and Brand Marketing?

Performance marketing vs brand marketing; is a very nuanced question for me. Performance marketing is very much geared around the intent a customer has and trying to understand that intent and forcing them through a customer journey. Whereas brand marketing is much more broad and much more focused on trying to create brand affinity and aspiration towards that brand through different messaging types, and not always focused on the call to action or getting the customer necessarily to do ‘a thing’, e.g. make a purchase.