For people leading in-house or agency teams, how are you balancing the growing demand for performance-driven work with having to protect time and budget for brand-building ideas that don’t have immediate numbers attached? It's hard to frame that trade-off with non-marketing executives.

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Use simple rules of thumb (for example, a 60/40 or 70/30 split) and show a few historical cases where brands that stopped investing in brand saw rising CAC and weaker conversion, so brand spend is positioned as protecting future revenue, not as “nice‑to‑have” creative

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Plenty of research to show you need to balance short term sales focus with longer term brand building - I suggest you read the latest version of “The long and short of it” for some research

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