Brand-driven insight is your truth—the WHY behind all that you do. Performance marketing is your plan put into action—the HOW and WHAT of manifesting that truth. You can be optimized to a T and your performance channels can be solid, but without leveraging brand learnings your organization will not achieve the growth and success that it can when those two realms are combined. Needless to say, there are serious costs when a company is focused too heavily either on branding or on performance. Top-of-funnel branding efforts with no clear path to purchase can impact conversion; solely focusing on the bottom of the funnel will impact your ability to grow your business over the long term.