The Australian Financial Review published an interview with Bruce Buchanan, former CEO of Jetstar.

Why does it cost three times more to acquire a customer in one business than the other, owned by the same group, selling the same product – it’s all brand.”

“A lot of the focus on the bottom of the funnel in performance marketing is directly impacted by the power of the brand… That’s why trying to measure performance marketing and media independently of brand building is a bit weird. You actually need to step back and say how does this all work together.”

“You’re seeing brands that spent millions of dollars on performance marketing shifting to brand. I mean big dollars, hundreds of millions.”

 

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