Ben Bold Writer, Performance Marketing World

Is there really a difference between brand and performance?

Bacardi Global Brand Director Fabio Ruffet questions whether there is a distinction between performance and brand marketing – and if there is, does the consumer really care?


Ruffet was speaking at the recent Performance Marketing 360 event, run by Performance Marketing World’s sister title Campaign. Moderated by Jim Lewcock, Founder of Blue 14, the session examined “The long and short of how to synchronise brand building and performance marketing”.

“Of course, [brand and performance] have different roles,” Ruffet says. “But in essence, you can create a lot of desire for brand building and conversion in either of those two activities. Some of the most ROI-driven but also brand equity-driven activities we’ve run recently have been those you would typically have catalogued more as performance.”

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