STATION T

Brand and performance marketing activities multiply each other, given that one role of marketing feeds into the other. Since most of our potential audience isn’t yet ready to buy, we need to build favorable and relevant associations among potential category buyers so that when they do come into the market, the brand comes to mind easily.

Takeaways from the model

1. Stronger brands drive stronger performance. This is a fundamental finding: strengthening brand equity leads to better ability to convert through performance advertising.

2. Media investment is largely “double duty”. Most media investment has both a short-term and a prolonged, longer-term impact – this can vary by channel, but is generally between 1.1x and 2x.

3. The modern funnel has to take account of a “messy middle”. The reality is that consumers do not go through a series of stages leading to a purchase.

4. Strong brands have pricing power. New research underlines the role of strong brands as a way to reduce consumers’ price sensitivity.

Bottom line
In short, the relationship between brand and performance advertising is x not +.

Stronger brand equity acts as a multiplier, driving extra impact and greater efficiency from performance advertising.

The evidence is clear here: switching from a performance strategy to a combined approach can boost total revenue returns by somewhere in the range of 25% to 100%. The median is an incredible 90% uplift.

source: Warc

Great strategy doesn’t decorate brands. It moves people and businesses forward.

Our Managing Director shared insights on Strengthening Inclusive Entrepreneurship for the Youth during the DTI–NCRO Model Negosyo Center Launching Program cm MSME Training Session yesterday, December 22 in partnership with Philippine Young Entrepreneurs Association - PYEA

The session focused on equipping young entrepreneurs with the right mindset, data-informed decision-making, and practical strategies to help them build resilient and inclusive businesses, especially within local communities.

Grateful to be part of conversations that help shape the next generation of Filipino entrepreneurs.

What people search for reveals what matters to them today. In the Philippines, AI tools, women in STEM and even “grow a garden” made the top searches showing that Filipinos are learning, adapting and exploring new possibilities.

For brands, relevance begins where curiosity starts. When we understand what people search for, we understand what they value. As marketers, our role is to design experiences that meet that moment.