Brand Building Beyond ROAS Jail

The discussion centers on the shift from performance marketing to brand building, particularly within e-commerce. Isa, a BTR Media employee with experience at Celsius, shares insights on the importance of brand awareness and creating demand before customers search for a product. The conversation emphasizes that relying solely on performance metrics like ROAS can be limiting. They advocate for testing and setting clear expectations when investing in brand-building activities, suggesting that agencies should act as extensions of the brand, fostering transparency and open communication to align goals effectively. The speakers highlight the need for a holistic approach, integrating various marketing channels and understanding the non-linear customer journey.