Most paid media teams are being asked to do two things at once: ✅ improve performance ✅ control spend for growth   But there is one lever that consistently makes performance marketing more efficient over time: BRAND EQUITY.   Brand equity is not a “soft” metric. It is what reduces friction at the bottom of the funnel.   Two principles explain why: 1️⃣ Brand equity drives revenue and profit, not just awareness Brand equity is directly measurable in commercial outcomes. In Kant

Most media plans are still built channel by channel. ❌ But consumers don’t experience brands that way. That’s why strategic “impact” Integrated Marketing Communications (IMC) plans outperform performance-only media. There are two principles that matter most: 1️⃣ IMC shifts planning from channel silos to a consumer journey mindset  A great example comes from Analytic Partners’ ROI Genome. In a siloed view, Paid Search ROAS can make it look like paid search drives 100% of e-com