> [!meta]- Document Info > **Author**: [[WARC]] > **Full Title**: Report: The Multiplier Effect > **Category**: #articles > > **Summary**: Performance marketing is like a laser that focuses on specific areas. It’s effective for targeting, but it’s not enough alone. Brand marketing acts like a chandelier, illuminating the whole room. > > **Source**: [Original URL](https://readwise.io/reader/document_raw_content/266479710) ## 📄 Full Document → [[Full Document Contents/Report: The Multiplier Effect]] ## 🔦 Highlights & Commentary - CMOs should be allocating at least 30% to equity-driving ads, or the “brand baseline”, with 40% to 60% a typical “best practice” range. ([View Highlight](https://read.readwise.io/read/01jp7z48djc024bxykdcham0xj)) - CMOs should avoid viewing brand and performance as binary techniques needing siloed teams. They are better planned together as an integrated growth strategy. ([View Highlight](https://read.readwise.io/read/01jp7z30mvwyc4kpd8jfkp9jjp)) - Attribution-based measurement routinely overestimates the contribution of channels close to the point of purchase, which means it fails to give a holistic view of what actually works. ([View Highlight](https://read.readwise.io/read/01jp7zfnak95n29v6n2ykq9erm)) - A combined approach should still pay off in the short term (a matter of weeks), drive success over a longer timeframe and be less likely to suffer from diminishing returns. ([View Highlight](https://read.readwise.io/read/01jp7zmwbgnzw0295pet8371vy)) - A better way to approach this is to see brand and performance as part of an integrated growth strategy, led by the CMO. ([View Highlight](https://read.readwise.io/read/01jp7zq49btypv4xhwggjq0mrg)) - Distinct workstreams for “top of funnel” and “bottom of funnel” do not match the way consumers buy. ([View Highlight](https://read.readwise.io/read/01jp8askfyx2d1b0tkn2tqz3yz)) - Strong brands have pricing power. New research underlines the role of strong brands as a way to reduce consumers’ price sensitivity. ([View Highlight](https://read.readwise.io/read/01jp8at299yrcrk9aqqzfxp4pm))