Event Recap – Growth vs. Brand Marketing Online Panel

By Salvatore Ciolfi April 13, 2020
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BrainStation’s most recent online panel discussion – Finding the Balance: Growth vs. Brand Marketing – was held last week, and the event once again attracted thousands of professionals from the world. 

Ian Bester, BrainStation’s Vice-President and GM, hosted the panel, which included Whitney Bell from Lyft, Michael Bouteneff from Mastercard, Megan Sakakibara from Unbounce, and Juliet Warkentin from Trouva. 

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As always, the panelists touched on a number of topics, including: 

  • Defining brand, growth and performance marketing
  • Team structure and how marketing teams work together
  • Emerging tools and tactics 
  • The most in-demand marketing skills
  • Measuring campaign performance

Discussing the internal struggle many companies have balancing growth versus brand marketing, Lyft’s Whitney Bell came to the defense of brand-building initiatives. 

“The tension [between brand and performance marketing] is something we struggle with all of the time. It’s easy to say ‘with this incentive we can show this ROI or CPA,’ but it can be a struggle getting [stakeholders] to understand that an investment in branding is just that – an investment. We can’t always give in to those shorter-term pressures,” she said.  

Ultimately, though, the panelists agreed that a balance is almost always best, as Trouva’s Juliet Warkentin explained. 

“There is nothing that happens at Trouva that happens in a silo. We do not succeed as a business unless we are integrated and supportive of each other’s projects and KPIs,” she said. 

You can watch the online Finding the Balance: Growth vs. Brand Marketing panel discussion here: 

Register now for the next BrainStation event.