presented by W2O

Balancing Brand Building vs. Performance

Balancing Brand Building vs. Performance
Recording: Balancing Brand Building vs. Performance, Mar 13, 2018

Speakers

Mary Corcoran

W2O Group

Ty Shay

Symantec

Mark Stouse

Proof

Are you a brand marketer or a performance marketer? These were once mutually exclusive concepts, but in today’s marketing landscape, it’s necessary to take a hybrid approach. Building a likable brand is the grease on the wheel of performance marketing, but accountability is more important than ever. In this panel, hear from CMOs and CCOs of major brands on how they are balancing building brand equity with maximizing performance metrics, and explore how analytics can help define the right mix.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Panel
Event Type: Session