Marketing Briefing: How marketers are trying to balance performance and storytelling to build the modern ‘evergreen’ brand

Marketers want to know how to build a modern brand. 

That may seem like a strange statement. Aren’t marketers supposed to be stewards of their brands at all times? Shouldn’t they already know how to do just that? (Well, yeah.) But over the past few years, there’s been tension between the focus on the short-term – the need to drive performance and the eventual overreliance on performance marketing – and long-term with traditional advertising and brand building. 

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The original post is at Marketing Archives – Digiday