What Is a “Brandformance” Marketing Strategy? [Video]

It can be really easy to separate brand marketing from performance marketing, but we’re here to challenge that classic dichotomy. “Brandformance” is, as you might guess, the marriage of branding and performance-driven marketing.

This strategy takes the best aspects of marketing that drill down on strong brand identity but also concentrates on driving measurable results and performance from the same initiatives.

In this post, we’re going to look at brandformance a little bit closer and the way it can adjust our perspectives to be a little less black and white when it comes to marketing strategies (whether it be branding-focused or performance-focused).

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Brandformance, a term originally coined by Gary V, basically revolves around understanding and using social media algorithms to amplify content that over-indexes:

Over-indexing occurs when a post performs significantly better than average — indicating a higher level of engagement and interest from the audience. This situation signals to the algorithmthat the content is …