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