A quick update: If you're reading this from the future, here's the recorded sessions of The Long Game!

A couple of weeks ago, I mentioned we'd partnered with The Trade Desk for our quarterly event, The Long Game. Well, last night was the night, and it was a full house.

Amanda opened with a question for the room, and I want you to sit with it too. Take a moment to think about your own market. How many would actually know your name? Your product?

Only a few hands went up with confidence.

That gap between what you assume people know and what they actually know is exactly why brand needs protecting, not just performance.

More voice means more market share. Underspend on visibility compared to your market share, and you start losing ground. Overspend, and you start winning it back.

More awareness also changes what happens downstream. Your prospecting pool gets bigger, and the audience in it is more qualified. Buyers need less convincing on price, and purchase cycles get shorter. All of that brings your cost per acquisition down.

To put it simply, get the brand right, and the performance side gets easier too.

Want this in your inbox?

This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.