Marketing has become incredibly specialized.

Brand. Performance. Social. Commerce. Creative. CRM. Consumer insights.

For good reason – each requires real expertise.

But there's something worth noting...

→ 𝗧𝗵𝗲 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗻𝗲𝘃𝗲𝗿 𝘀𝗲𝗲𝘀 𝘁𝗵𝗲 𝗼𝗿𝗴 𝗰𝗵𝗮𝗿𝘁.

They don't know which budget funded the idea.

They don't care who owns the channel.

They don't know which team gets attribution.

→ 𝗧𝗵𝗲𝘆 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗼𝗻𝗲 𝗯𝗿𝗮𝗻𝗱. 

I wonder if Brand's most important role isn't owning more of the work. 

Maybe it's sitting close enough to all of it to make sure it adds up to something.

Performance should tell us what's working. Consumer intelligence should help us understand why. Creative gives people something worth noticing.

Brand makes sure those things are building toward the same meaning.

Because performance can make marketing work harder. 

Brand makes sure all that work is building, something.

| 𝗙𝗜𝗘𝗟𝗗 𝗡𝗢𝗧𝗘𝗦

𝘖𝘣𝘴𝘦𝘳𝘷𝘢𝘵𝘪𝘰𝘯𝘴 𝘰𝘯 𝘣𝘳𝘢𝘯𝘥𝘴, 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱, 𝘤𝘶𝘭𝘵𝘶𝘳𝘦, 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘣𝘦𝘩𝘪𝘯𝘥 𝘵𝘩𝘦 𝘴𝘵𝘰𝘳𝘪𝘦𝘴.