When I talk to startups they are all using performance marketing and digital activation to great effect. It’s a reminder that while IPAs 60 / 40 brand building to sales activation is a good rule of thumb it doesn’t always apply - as they highlight themselves in their reports.
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Ultimately I think a bit of mass awareness never does any brand any harm long term providing they can afford the investment.
It doesn’t do any harm, if it’s free. Most early startups can’t afford it. Direct response is the best ROI and brand marketing doesn’t pay the bills early on.
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For startups, we all know in the long term we might be dead, so it's hard to justify bets without a short term payoff. Everyone can think of plenty of dead startups that had good brands... and successful startups with terrible brands. That's the source of the skepticism I think.
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