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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
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