01/08/2026
When budgets tighten, brand is often the first thing cut.
Yet it’s the very thing that determines whether performance works at all.
Nielsen modeling shows that a 1 percentage point lift in brand metrics can drive a 0.5 to 1 percent increase in sales. For a $100M business, that’s $500K to $1M in incremental annual revenue.
Think with Google and Binet & Field research show that brands balancing long-term brand investment with short-term activation generate up to 2x the ROI of performance-only strategies. Strong brand also lowers future acquisition costs by improving conversion and branded demand.
Brand builds the conditions for demand.
Performance captures it.
Without brand, performance gets more expensive and harder to sustain.
We believe brand is the kindling.
Everything else ignites from there.
If you’re a brand marketer and would like copies of the research referenced here, feel free to reach out.
