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Why does brand investment require a different justification from performance marketing?

  1. A It does not attribute directly, so it needs share of voice, brand search and holdout evidence
  2. B It is not measurable at all
  3. C It is always a lower priority
  4. D Regulators treat it differently
Answer

It does not attribute directly, so it needs share of voice, brand search and holdout evidence

Claiming brand spend is directly attributable damages credibility when the attribution inevitably fails to support it.

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