Our Blog
Our insights explore the evolving world of brand-building, from strategy and purpose, to activation and creative storytelling. These articles look beyond trends to examine the behaviours, ideas and cultural shifts that shape how brands grow and communicate.
When Growth Becomes the Strategy, Brand Pays the Price: Why Performance-Led Thinking Creates Fragile Growth
As performance marketing absorbs more budget and delivers diminishing returns, many brands are left navigating a quiet tension. This piece explores why treating brand as downstream of performance creates fragile growth, rising acquisition costs and long-term risk, and why sustainable growth depends on restoring balance and intent.