How to Justify Brand Spend to a Performance Team | #657

If you've worked in ecommerce for more than five minutes, you know the pull of the conversion number. The moment leadership discovers that one magic number, it's all they want to talk about, and it doesn't matter how rubbery that number gets when you pull it apart. Meanwhile brand cops it. Brand gets called fluffy, and it's the line cut first when the quarter gets tight. We've got the fight back to front. Brand and conversion aren't rivals. Brand is the thing that makes your conversion cheape...