Les Binet: Why split brand building and sales activation?

Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.

« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »

Continue reading “Les Binet: Why split brand building and sales activation?”