There's No 'Vs.' Between Brand and Performance Marketing

Leaders from SeaWorld, BNY Mellon, Brainlabs said strategy should involve both short- and long-term preparation

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At a panel entitled “Brand vs. Performance,” the brand marketing, performance marketing and “versus” portions of that thesis were all up for debate.

As SeaWorld Parks & Entertainment chief marketing and communications officer Marisa Thalberg told ADWEEK community editor Luz Corona during the Outlook 2024 event, “versus” presents short-term sales—”performance”—and long-term brand building as not only exclusive, but at odds with each other. 

​”We are essentially implying that whatever is on the other side of the equation is what? Not performance,” Thalberg said.

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