Why you should continue to invest in brand marketing
As marketers, we know that when the market wobbles, the knee-jerk reaction is often the same: cut brand spend, double down on performance.
But that’s short-term thinking, and research shows it costs more in the long run.
We’ve all seen it play out.
Brands that pull back on top-of-funnel activity during uncertain times struggle to regain momentum. Meanwhile, the ones that stay visible? They build salience, trust, and emerge with stronger share of voice and market share.
The truth is:
💥 Brand marketing isn't a nice-to-have. It's the engine that powers demand, even when people aren’t ready to buy.
💥 Performance without brand is a leaky bucket. You’ll pay more for every click, every conversion, every acquisition.
💥 In a crowded market, brand is your differentiator. It’s easier to compete on brand than on price. Especially when everyone else is going quiet.
Uncertain times or not, I’ll always advocate for investing in brand.

Because the brands that show up consistently, are the ones people remember when they’re ready to buy.